Brand Book, The

Given the ever-increasing importance of marketing, The brand book is an invaluable marketer's tool and an ultimate guide to marketing and brand management. It covers challenges faced by most company executives and marketers today, by outlining a new 'how-to' approach with easy-to-follow illustrated examples. A comprehensive guide to the dos and don'ts of marketing, the book de-mystifies marketing and brand jargon with an easy-to-understand-and-relate-to method, using examples at both local and global levels. Through The Brand Book, Thomas Oosthuizen describes his personal marketing method, which he developed while working in senior marketing positions for many years and being instrumental in the success of many iconic brands. Using a new model which covers all marketing pillars in one book, The Brand Book focuses not only on how to build and maintain a profitable brand, but also how to make it sustainable and affordable; making it ideal for senior company executives, CEOs, FDs, non-marketers, senior marketers and brand managers as well as academics. The Brand book's key features include: How to build and manage brands; identifying new opportunities for brand growth; techniques for launching new brands and ensuring their success; discussing marketing return on investment (ROI) - a first in this regard