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 5, the author examines the role and responsibilities of the CEO regarding brand stewardship. He discusses leadership methods to build a high-performing brand-development team and delineates five areas in which CEO's should seek to establish solid capabilities to support strategic and tactical initiatives for their brands. The author then considers the future of simulation modeling as an aid to strategic decision-making is explored. The chapter concludes with a series of questions to consider when understanding how firms effectively compete for stakeholder choice.

• Marketing strategy