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Book Description

Branding is more than a great logo. A brand is the essence of an organization—its DNA—impacting its continual success. It is absolutely essential to get it right.

Brand managers, marketers, and executives have long turned to this trusted guide to troubleshoot their branding problems. Written by an acknowledged expert with 30 years of experience building world-class brands, Brand Aid covers topics ranging from research and positioning to brand equity management and architecture strategy.

Bringing together illuminating case studies, best practices, and the latest research, this edition offers invaluable advice on every aspect of brand management including:

The 6 most powerful sources of brand differentiation • 5 elements that trigger brand insistence • Turning brand strategy into advertising • Online branding • Private label brands • Creating “category of one” brands • Social responsibility, sustainability, and storytelling • 60 nontraditional marketing techniques • Metrics • And more

A treasure trove of techniques, templates, and rules of thumb, Brand Aid is the ideal resource for anyone responsible for building their organization’s brand.

Table of Contents

  1. Cover
  2. Title
  3. Copyright
  4. Contents
  5. Foreword
  6. Preface
  7. Acknowledgments
  8. PART 1 INTRODUCTION TO BRAND MANAGEMENT
    1. 1 A Brand Is a Friend
    2. 2 Understanding the Language of Branding
    3. 3 Brand Management Process: An Overview
  9. PART 2 DESIGNING THE BRAND
    1. 4 Understanding the Consumer
    2. 5 Understanding the Competition
    3. 6 Brand Design
    4. 7 Brand Identity System and Standards
  10. PART 3 BUILDING THE BRAND
    1. 8 Driving the Consumer from Brand Awareness to Brand Insistence
    2. 9 Brand Advertising
    3. 10 Nontraditional Marketing Approaches That Work
    4. 11 Online Brand Building
    5. 12 Developing a Brand Building Organization
    6. 13 Integrated Brand Marketing
    7. 14 Creating the Total Brand Experience
  11. PART 4 LEVERAGING THE BRAND
    1. 15 Brand Extension
    2. 16 Global Branding
  12. PART 5 BRAND METRICS
    1. 17 Brand Research
    2. 18 Brand Equity Measurement
  13. PART 6 OTHER BRAND MANAGEMENT CONSIDERATIONS
    1. 19 How Organization Age and Size Affect Brand Management Issues
    2. 20 Legal Issues in Brand Management
  14. PART 7 BRAND MANAGEMENT IN BRIEF
    1. 21 Common Brand Problems
    2. 22 Keys to Success in Brand Building: A Summary
  15. Appendix A: Brand Audits
  16. Appendix B: Online Brand Management and Advertising Resources
  17. Appendix C: References/Further Readings
  18. Notes
  19. Index
  20. About the Author
  21. Free Sample Chapter from Do It! Marketing
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