High Visibility: Transforming Your Personal and Professional Brand

383 Pages·2005·1.88 MB·English

by  Irving Rein

This page intentionally left blank
T Y P
RANSFORMING OUR ERSONAL
P B
AND ROFESSIONAL RAND
Third Edition
Irving Rein, Philip Kotler,
Michael Hamlin, and Martin Stoller
McGraw-Hill
New York Chicago San Francisco Lisbon London
Madrid Mexico City Milan New Delhi
San Juan Seoul Singapore
Sydney Toronto
The McGraw-Hill Companies -
Copyright Q 2006, 1997 by The McGraw-Hill Companies, Inc. All rights reserved. Manufactured
in the United States of America. Except as permitted undet· the United States Copyright Act of
1976, no part of this publication may be reproduced or dish·ibuted in any form or by aoy means, or
stored in a database or retrieval system, without the prior written permission of the publisher.
0-07-148313-6
The material in this eBook also appears in the print version of this title: 0-07-145680-5.
All tmdemarks are tmdemarks of their respective owners. Rather Llum put a Lr.:tdemark symbol after
every occurrence of a trademarked name, we use names in an editorial fashion only. and to the bene
fit of the trademark owner, witJ1 no intention of infringement of the trademark. \Vhere such designa ..
tions appear in this book. they have been printed with initial caps.
McGraw· Hill eBooks are available at special quantity discounL~ to use as premiums and sales pro·
motions, or for use in corporate training progrnms. F'or more information, please contact George
Hoare, Special Sales, at [email protected] or [phone].
TERMS OF USE
This is a copyrighted work and The McGmw-Hill Companies, Inc. (""McGraw-Hill'") and its licen·
sors reserve all rights in and to the work. Usc of this work is subject to these terms. Except as per
mitted under the Copyright Act of 1976 and the right to store and retrieve one copy of the work,
you may not decompile~ disassemble, reverse engineer, reproduce~ modify, create derivative works
based upon, transmit, distribute, disseminate, sell, publish or sublicense the work or any part of it
without McGraw.Hill's prior consent. You may use the work for your own noncommercial and per·
son a I use; any other use of the work is strictly prohibited. Your right to use the work may be termi
nated if you fail to comply with these terms.
THE WORK IS PROVIDED ··AS IS." McGRAW-HILL AND ITS LICENSORS MAKE NO
GUARANTEES OR WARRANTIES AS TO THE ACCURACY. ADEQUACY OR COMPLETE
NESS OF OR RESULTS TO BE OBTAINED FROM USING THE WORK, INCLUDING ANY
INFORMATION THAT CAN BE ACCESSED THROUGH THE WORK VIA HYPER LINK OR
OTHERWISE. AND EXPRESSLY DISCLAIM ANY WARRANTY, EXPRESS OR IMPLIED.
INCLUDING BUT NOT LIMITED TO IMPLIED WARRANTIES OF MERCHANTABILITY OR
FrTl'.'ESS FOR A PARTICULAR PURPOSE. McGraw-Hill and its licensors do not warrant or
guarantee that the functions contained in the work will meet your requirements or that its ope.-ation
will be uninterrupted or error free. Neither McGmw-Hill nor its licensors sh;lll be liable to you or
anyone else for any inaccuracy. error or omission, regardless of cause, in the work or for any dam
ages resulting t11erefrom. McGraw-Hill has no responsibility for tl1e content of any information
accessed through the work. Under no circumstances shall McGraw-Hill and/or its licensors be liable
for any indirect. incidental, special, punitive, consequential or similar damages that result from the
use of or inability to use the work. even if any of them bas been advised of the possibility of such
damages. This limitation of liability shall apply to any claim or cr1use whatsoever whether such
claim or cause arises in contract. tort or otherwise.
DOl: 10.1036/0071456805
Professional
Want to learn more?
We hope you enjoy this
McGraw-Hill eBook! If
you’d like more information about this book,
its author, or related books and websites,
please click here.
To Martin Stoller, student, coauthor, and friend
This page intentionally left blank
For more information about this title, click here
contents
ACKNOWLEDGMENTS IX
PREFACE XI
PART 1
Foundations of High Visibility Marketing 1
CHAPTER 1
The Branding Proposition 3
CHAPTER 2
Commanding a High Visibility Premium 15
CHAPTER 3
How the High Visibility Industry Works 33
CHAPTER 4
Distinguishing High Visibility Sectors
and Hierarchies 67
CHAPTER 5
Who Are the High Visibility Consumers 91
PART 2
Strategies for Achieving and Sustaining
High Visibility 135
CHAPTER 6
Strategies for Marketing High Visibility 137
vii
viii HIGH VISIBILITY
CHAPTER 7
Misconceptions of Brand Building 161
CHAPTER 8
The Four Steps of Brand Transformation 199
CHAPTER 9
Delivering the Brand 249
CHAPTER 10
Publicizing the Brand 281
CHAPTER 11
Sustaining the Brand 307
CHAPTER 12
Managing Brand Identity in an Ever-Changing
Marketplace 345
INDEX 359