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The 360 Degree Brand in Asia: Creating More Effective Marketing Communications (Englisch) Gebundene Ausgabe – 6. Mai 2003


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Synopsis

A professional's guide to forecasting budget allocations and planning brand marketing campaigns 360 degrees marketing is a proprietary method of looking at brand marketing developed by Ogilvy & Mather's international partners. As companies seek new ways to globalize, this original concept offers a useful and dynamic framework from which companies can effectively plan their brand marketing and budget allocation. In 360 degrees Brand, Mike Murphy and Mark Blair-both seasoned Ogilvy & Mather employees-reveal this new method to readers and explain in simple, straightforward terms how it works. Filled with a variety of case studies including IBM, American Express, Pond's Institute, Nestle, and Milo, this book is a practical and useful guide for all marketers. Expert advice and in-depth insights will help marketers and advertisers allocate their resources and combine all elements of the communication mix in an effective and cohesive manner. Mike Murphy (Singapore) and Mark Blair (Tokyo) are both part of Ogilvy & Mather, Asia-Pacific.

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Every point of contact builds the brand.

Imagine all communciations reflecting the same deep insight. Imagine all media, from TV to packaging, from web sites to water wells, contributing to the brand.

The 360 Degree Brand in Asia decribes Ogilvy's proven sucess in helping both Asia-based to achieve greater success through its model of 360 Degree Brand Stewardship. This practical book offers valuable advice by taking a holitic look at communications and applying the necessary guidelines from each discipline to build a stronger and more profitable brand.

With 30 years, experience in the the Asian marketplace between them, the authors argee that the old, often derided concept of "intergration" should be given new life, and the long accepted, but little understood concepts of "loyalty" and "influence" be given special prominence in Asia. In addition, new concepts such as "brand challenge", "interplay" and "contextual creativity" are introduced as a way of illustrating how the idea becomes central to all thinking and action on behalf of the brand.

360 Degree branding is not for the faint hearted. An organization must embrace the thinking and overcome the practical difficulties in order to create the collaborative partnerships required to make it a reality. This unique book does not simply present a rosty philosophy, but it tackles many of the tough practical issues that make something that seems inherently simple, so hard to implement.

Supported by a wealth of impressive results-driven case studies including those from American Express, IBM Cerebos and Nestle. The 360 Degree Brand in Asia is a compelling manifesto for companies and agencies which want to build successful and more profitable brands in this region.


In diesem Buch

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Einleitungssatz
It was in the 1950s and 1960s that the theory of brands and brand image evolved n the West, accompanying a period of tremendous economic growth. Lesen Sie die erste Seite
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Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)

Amazon.com: 5 Rezensionen
4 von 5 Kunden fanden die folgende Rezension hilfreich
360-Degree Puffery 27. August 2003
Von Ein Kunde - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
This book is the literary equivalent of an Ikea coffee table: looks great on the surface, but underneath it's nothing but cheap filler.
Leave it to a group of advertising types to fill an entire book with marketing jargon, case studies and puffery that accomplishes nothing save prop up the ad agency the authors work for and fill each author's own lungs with air. This book is pure nonsense. Save your money.
The book's main premise: 360 degree branding. Translation: integrated communications. By the way, there is no secret to branding in Asia which the authors lead you to believe SEE TITLE. Integrated branding, applied correctly, in any part of the world works. It just so happens the authors' live and work in Asia and are trying to build business in that region.
If you are in marketing and don't understand that your company's website must have the same personality as its pr as its marcom as its advertising, you shouldn't be in marketing.
Save your money. Use your common sense.
3 von 4 Kunden fanden die folgende Rezension hilfreich
360-Degree Puffery 27. August 2003
Von Ein Kunde - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
This book is the literary equivalent of an Ikea coffee table: looks great on the surface, but underneath it's nothing but cheap filler.
Leave it to a group of advertising types to fill an entire book with marketing jargon, case studies and puffery that accomplishes nothing save prop up the ad agency the authors work for and fill each author's own lungs with air. This book is pure nonsense. Save your money.
The book's main premise: 360 degree branding. Translation: integrated communications. By the way, there is no secret to branding in Asia which the authors lead you to believe SEE TITLE. Integrated branding, applied correctly, in any part of the world works. It just so happens the authors' live and work in Asia and are trying to build business in that region.
If you are in marketing and don't understand that your company's website must have the same personality as its pr as its marcom as its advertising, you shouldn't be in marketing.
Save your money. Use your common sens.
2 von 3 Kunden fanden die folgende Rezension hilfreich
A book that really know the Asians 19. Juni 2003
Von Yeung See Ming Kevin - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
The book is a really easy reading and the best thing is about its understanding of Asians. The 360 degree branding concept is especially good at simulating readers to think about the unlimited possibilities of what a brand can do. Being an Asian, I am tired of reading books from Westeners who actually don't recognize the characteristics of people living here. This book, on the contrary, impresses me by discussing some interesting differences of Asians against Western people in the first chapter. The observations are deep and valid. And I truly believe that this understanding is crucial to every one working in the Asian branding industry.
0 von 1 Kunden fanden die folgende Rezension hilfreich
Concepts Universal. Brief case studies Asian. 29. August 2003
Von Ein Kunde - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
"in Asia" is a bit limiting/misleading.
The book is a great read and thoroughly explains the concepts behind 360 Branding. It presents a clear vision of where branding has been, and how branding anywhere must evolve and expand right now for the future. The Asia aspect comes at the end of each chapter with a short 1-3 page application/case study of that chapter's material "in Asia." It basically says, "Hey, this stuff works. Look what happened in Asia."
Yes, your communications need to be "integrated." But this shows book shows what that concept will mean in the future.
0 von 2 Kunden fanden die folgende Rezension hilfreich
A great read for anyone even vaguely interested in branding 1. März 2003
Von Ein Kunde - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
I really enjoyed the book, and thought that it was a very easy to read, easy to understand book about branding in Asia. It's examples are entertaining and sometimes surprising, and what has been achieved in the Asian market is a good example of the future of world-wide branding. If anyone is even vaguely interested in branding, and not just in Asia, I recommend you read this book.
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