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How to Build Brand Value : Lead Culture, Be Relevant, Recruit Consumers Massively / Susana Olivo ; foreword by Philip Kotler.
- Format:
- Book
- Author/Creator:
- Olivo, Susana, author.
- Language:
- English
- Subjects (All):
- Branding (Marketing).
- Consumer behavior.
- Physical Description:
- 1 online resource (119 pages)
- Edition:
- First edition.
- Place of Publication:
- Mexico City : LID Editorial, [2024]
- Summary:
- This book serves as a comprehensive guide to building brand value and relevance through cultural strategy. Authored by Susana Oliva, an industrial engineer and founder of the consulting firm BigFoot, the work emphasizes the importance of anticipating cultural changes and mapping cultural frameworks to adapt to evolving consumer markets. The author provides insights into methodologies that have driven the success of major brands and explores the role of innovation, strategy, and sustainability in modern marketing. Targeted at professionals in branding, marketing, and business strategy, the book combines practical advice with theoretical underpinnings to help brands achieve growth and cultural alignment in a dynamic marketplace. Generated by AI.
- Contents:
- Acknowledgements
- Foreword by Philip Kotler
- Presentation
- Introduction
- 1. How to Grow Brand Value and Relevance
- Anticipate Cultural Change
- Map the Current and Potential Culture
- Design a Unique “Cultural Territory”
- Lead a Precise and Enhanced Implementation
- 2. Meaning
- Why Being Meaningful is Crucial for Brand Value?
- Why is Meaning so Important Today?
- Culture and Meaning: An Inextricable Link
- Today’s Youth Are Already Part of the Exponential Change
- Eventually, Everyone Changes
- 3. Culture
- Becoming Familiar with the Culture
- Culture and Progress
- Slow Culture and Fast Culture
- The Role of Culture in Evolution
- 4. Culture and Marketing
- Marketing Evolves
- Adoption Needs Meaning (More Every Day)
- The Value of Meaning
- 5. Anticipation as a Common Practice
- Anticipate
- The Three Anticipation Plans Must be Connected
- The Three Deadlines
- 6. The Path to Meaning
- Map the Cultural Scenario Generated by AI.
- Notes:
- Includes bibliographical references.
- Description based on publisher supplied metadata and other sources.
- Part of the metadata in this record was created by AI, based on the text of the resource.
- Description based on print version record.
- Other Format:
- Print version: Olivo, Susana How to Build Brand Value
- ISBN:
- 9786076998960
- OCLC:
- 1472989631
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