Branding [electronic resource] : how it works and why it matters / Robert F. Lauterborn.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection. Global branding strategies: Publisher: London : Henry Stewart Talks, 2014Description: 1 online resource (1 streaming video file (47 min.) : color, sound)Subject(s): Branding (Marketing) | Business planning | Strategic planningOnline resources: Click here to access online | Series Animated audio-visual presentation with synchronized narration.
Title from title frames.
Contents: Core concept of marketing -- BCG portfolio analysis tool -- Value of a strong brand -- de Bono's three stages of business -- Brand positioning -- How to build a strong brand -- Company vision and brand purpose -- Marketing myopia -- How to lose a strong brand -- Kotler 4P's vs. Lauterborn 4C's -- Value proposition criteria -- The power of a strong brand.
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Mode of access: World Wide Web.