個案資料

Developing Winning Brand Strategies is a five-chapter book written by Lars Finskud, the founder and CEO of Vanguard Strategy and previous Global Brand Specialist at McKinsey & Co., and published by Business Expert Press in January of 2009. Written for both students and professionals in the fields of brand and strategic management, the book, the book introduces the relationships between branding, strategy, and corporate performance. It provides a fresh perspective on developing robust customer-focused strategies and describes the important role of the brand in competing successfully for stakeholder choice in today's changing world of industry deregulation, growing competitive intensity, newly empowered consumers, and multiple stakeholders. A major objective is to provide the reader with an in-depth understanding of business dynamics and consumers' product- selection criteria, thus facilitating the development of informed strategic decisions. In Chapter 3, the author expands the choice chain tool discussed in Chapter 2 to include the firm's other stakeholders: employees, investors, and partners. The author discusses the concept of maintaining a balance or symmetry among these various stakeholders, including consumers, and the benefits of doing so. He then examines methods of delivering value to attract stakeholders. He goes on to examine the concept of choice dependency, or the degree of dependency that exists between stakeholders so that a brand can earn consumer choice and thus generate revenue.

• Marketing strategy