The Brand Diamond
Brands becoming more and more responsible for the value and the success of any organisation. This book defines brand knowledge from a practical point of view and describes in a usable format different striking ideas to set a brand apart from the competitive environment and enhance image and awareness.
Under the heading “Markendiamant” (brand diamond) the author details the most important brand building elements like brand mission/vision/values, corporate identity, communication, events/shows, retail business and people. He then demonstrates how a perfect combination of these elements can burn the brand into the customer mind.
Numerous brand examples as well as six detailed company evaluations from Opel, Bosch, Nestle, Tetra Pak, Maurice Lacroix and Sparkassen Finanz-gruppe confirm the success of the Markendiamant (brand diamond) and deliver practical ideas to improve market appearance, image and long term revenues of every kind of organisation. These ideas really do move brands.
• The brand mindset defines consumer behaviour
• The development of the brand diamond
• The brand diamond ensures success
• The brand diamond in practical usage
This book consists of more than 350 pages of combined practical experience. Many tables, graphics and photos make it easy to understand and leverage the content.
Publishing House: Gabler Verlag.
During the last years, I published several articles on Brand management, Brand communication, shows&events and Corporate Identity in leading magazines like the Marketing Journal and was a key note speaker on one of the biggest European marketing Congresses, the "Xongress" in Zurich.