دانلود کتاب Six Rules for Brand Revitalization: Learn How Companies Like McDonald' Can Re-Energize Their Brands

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Cover......Page 1
Contents......Page 10
Acknowledgments......Page 14
About the Authors......Page 16
Preface......Page 18
Introduction to the Rules and the Rules-Based Practices......Page 22
Big Brand in Big Trouble......Page 24
What Went Wrong?......Page 25
Ray Kroc’s Vision......Page 32
Chain of Supply......Page 33
The Opening Salvo......Page 35
What’s Going On?......Page 36
Our Leading Edge: Our Leaders......Page 44
The Plan to Win......Page 46
Brand Power......Page 48
Summary......Page 50
Chapter 2 The Six Rules of Revitalization......Page 52
A Brand Versus a Product or Service......Page 53
The Six Rules......Page 54
Rule #1: Refocus the Organization......Page 55
Rule #3: Reinvent the Brand Experience......Page 56
Rule #4: Reinforce a Results Culture......Page 57
Rule #5: Rebuild Brand Trust......Page 58
Rule #6: Realize Global Alignment......Page 59
Brand Purpose......Page 62
The McDonald’s Brand Purpose......Page 65
The Value Equation......Page 71
Financial Discipline......Page 74
Operational Excellence......Page 75
Leadership Marketing......Page 76
The Do’s and Don’ts of Refocusing the Organization......Page 77
Chapter 4 Rule #2: Restore Brand Relevance......Page 80
Thorough Knowledge of the Marketplace......Page 81
Understanding the Market Segmentation......Page 82
Prioritizing the Markets......Page 89
Synthesis Versus Analysis......Page 93
Prioritize, Prioritize......Page 94
Leadership Marketing......Page 96
McDonald’s Segmentation......Page 97
What Is the Brand Promise?......Page 98
Brand Pyramid......Page 99
Brand Essence......Page 102
Paradox Promise......Page 105
The Do’s and Don’ts of Restoring Relevance......Page 106
Chapter 5 Rule #3: Reinvent the Brand Experience......Page 110
People......Page 112
Product......Page 123
Place......Page 129
Price......Page 137
Promotion......Page 141
Conclusion......Page 159
The Do’s and Don’ts of Reinventing the Brand Experience......Page 160
Chapter 6 Rule #4: Reinforce a Results Culture......Page 164
All Growth Is Not Equally Valuable......Page 165
Balanced Brand-Business Scorecard......Page 170
The Do’s and Don’ts of Creating a Results Culture......Page 180
Chapter 7 Rule #5: Rebuild Brand Trust......Page 182
Crisis of Credibility......Page 184
You Are What You Do......Page 185
Lead the Debate; Don’t Hide from It......Page 189
The Arrow Is Aimed at Fast Food......Page 191
Openness Is an Opportunity......Page 194
Trusted Messages Must Come from a Trustworthy Source......Page 195
Good Citizenship Pays......Page 197
The Do’s and Don’ts of Rebuilding Trust......Page 200
Alignment......Page 202
Freedom Within a Framework......Page 203
Internal Marketing Is a Must......Page 205
The Do’s and Don’ts of Realizing Global Alignment......Page 207
Chapter 9 Realizing Global Alignment: Creating a Plan to Win......Page 210
The Three Sections of the Plan to Win......Page 213
KIDDO Garden Foods......Page 214
Step One: Brand Direction—Articulating the Brand Purpose and Brand Promise......Page 215
Step Two: Creating the Five Action Ps......Page 217
Implications of a Plan to Win......Page 218
The Do’s and Don’ts of Creating a Plan to Win......Page 219
Chapter 10 Do the Six Rules of Revitalization Work?......Page 222
Moving Forward......Page 224
Summary: Brand Revitalization......Page 225
B......Page 228
E–F......Page 229
H......Page 230
M......Page 231
P......Page 232
Q–R......Page 235
S......Page 238
W–Z......Page 239