The Marketing Plan: How to Prepare and Implement It

By William M. Luther | Go to book overview

5 Brand Development

Don't flavor your brand plain vanilla. An effective brand has a likable or admired personality. It has added perfume. Likable ones could include McDonald's, Budweiser, and Bloomingdale's. Kids love McDonald's with its premiums, especially the toys, and drag their parents with them. Bud is so likable it has the largest beer market share in the world. When women go into Bloomingdale's in New York City they go star-crazy. Admired brands could include Apple, Cisco, Intel, and Neiman Marcus. If Steve Jobs ever wore a business suit, the company that makes those sexy products would lose its luster. Cisco and Intel are [out-chipping] their competitors. And who besides Neiman Marcus would have the gall to offer $250,000 Christmas presents?

Brands that could use some help might include Sears, Toyota, AT&T Internet service, and health insurers. Sears has really gone downhill in recent years. It doesn't have a personality anymore. Toyota used to be flying high, but it now comes out that they knew of the problems with uncontrolled acceleration more than two years ago. If you want to keep your goodwill

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The Marketing Plan: How to Prepare and Implement It
Table of contents

Table of contents

  • Title Page iii
  • Contents ix
  • Acknowledgments xi
  • Introduction 1
  • 1 - The Planning Process 9
  • 2 - Marketing Management 21
  • 3 - Market Analysis 27
  • 4 - Customer Analysis 55
  • 5 - Brand Development 67
  • 6 - The Product/Service Plan 73
  • 7 - Calculating Your Marketing Communications Budget 101
  • 8 - Competitive Analysis 109
  • 9 - The Advertising Plan 117
  • 10 - The Sales Promotion Plan 139
  • 11 - The Public Relations Plan 153
  • 12 - The Sales Plan- Pricing 163
  • 13 - The Sales Plan- Future Sales 175
  • 14 - The Customer Service Plan 197
  • 15 - Maximizing High-Potential Accounts 203
  • 16 - The Internet Plan 237
  • 17 - The Research Plan 249
  • 18 - Pulling the Plan Together 257
  • Appendix A - Marketing Plan Basics 263
  • Appendix B - Everything You Need to Know about Working with An Advertising Agency 275
  • Index 285
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