برنددرمانی: ۱۵ تکنیک برای خلق استراتژی برند در داروسازی و فناوری پزشکی ۲۰۱۸
Brand Therapy: 15 Techniques for Creating Brand Strategy in Pharma and Medtech 2018

1. Cover Page

2. Title Page

3. Copyright Page

4. Contents

5. Introduction

6. Chapter 1: Strong brand strategies use the right tools: An overview of the brand team’s toolkit

7. Chapter 2: Strong brand strategies are about the customer: Using the Customer-Centric Market Definition to frame your analysis

8. Chapter 3: Strong brand strategies are decisive: Using Drucker’s Definition to clarify your brand strategy

9. Chapter 4: Strong brand strategies are tested: Using Brand Strategy Diagnostics to test and improve your strategy

10. Chapter 5: Strong brand strategies are aligned to the market: Using SWOT Alignment to guide your brand strategy

11. Chapter 6: Strong brand strategies are based in reality: Using Reality Filters to gain strategic objectivity

12. Chapter 7: Strong brand strategies are focused: Using the Focus Matrix to guide complex strategies

13. Chapter 8: Strong brand strategies are your own: Using Value Chain Comparison to identify your firm’s distinctive strengths and weaknesses

14. Chapter 9: Strong brand strategies overcome the competition: Using Competitive Pressure Analysis to identify competitive threats and opportunities

15. Chapter 10: Strong brand strategies understand the customer: Using Contextual Segmentation to identify opportunities and threats from customer differences

16. Chapter 11: Strong brand strategies compete in the future: Using Emergent Properties Analysis to identify future opportunities and threats

17. Chapter 12: Strong brand strategies anticipate the market: Using the Product Category Life Cycle to predict customer and competitor behaviour

18. Chapter 13: Strong brand strategies are built on insight: Using the Hypothesis Loop to see what your competitors don’t

19. Chapter 14: Strong brand strategies create value: Using the Concentric Value Proposition to translate strategy into activities

20. Chapter 15: Strong brand strategies are measured: Using 3L Metrics to improve brand strategy implementation

21. Chapter 16: Strong brand strategies are understood: Using the Wedge Brand Plan Structure to communicate your brand strategy

22. Appendix: Further reading