Cover image for Stand Out!!

Stand Out!!

Author Brian McGurk
Release Date: 2021/11/01
ISBN: 9781637421246
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Stand Out!! uncovers the secrets of brand success and explores less travelled paths in the world of branding.

This book:

  • uncovers the secrets of brand success
  • introduces ‘Generation B’ - today’s generation of brand natives
  • challenges current paradigms
  • reveals the roots and rationale of financial brand valuation
  • presents a range of popular valuation methods and approaches
  • explains the conditions for brand value growth

The forces that challenge brand strategy planning today are discussed in the context of our new world order of diversifying media platforms and integrated, synchronized, personalized communication. In light of this, Stand Out!! makes the case for ongoing brand stewardship in the life of an organization and concludes with a focus on brand leadership and the key principles, truths and challenges that influence brand success.

This book is a key reference text for anyone interested in brand development, leadership, innovation, and sustainable business growth. Reader understanding is enhanced by:

  • supporting tables
  • illustrative charts
  • case examples
  • expert tips
  • real-life experiences
  • pull-out quotes
  • “word wizard” brand glossaries

Stand Out!! is an invaluable resource for the business masses – for any business owner, executive, student or branding practitioner seeking to be apprised of the latest learnings, insights and innovations in professional brand thinking and practice.

Table of Contents

  1. Cover
  2. Half-Title Page
  3. Title Page
  4. Copyright
  5. Dedication
  6. Description
  7. Contents
  8. Foreword
  9. Acknowledgments
  10. Introduction
  11. Chapter 1 Generation B: Generation Brand
    1. Gen B and the Rise of the Brand Generation
    2. Generation X
    3. Generation Y
    4. Generation Z
    5. Introducing Generation B
    6. From Mobile Phone to Smartphone: An Icon of the Gen B Era
  12. Chapter 2 Secrets and Lessons From the Leading Edge
    1. The Secrets and Lessons of Successful Branding
    2. Understanding Branding
    3. Planning Branding
    4. Creating Branding
    5. Briefing Branding
    6. Implementing Branding
    7. Internalizing Branding
  13. Chapter 3 What’s It Worth? Valuing Your Brand
    1. Why and How to Value a Brand
    2. The Cost Approach
    3. The Market Approach
    4. The Income Approach
    5. Consumer-Based Approaches
    6. Financial-Based Approaches
    7. Formulary Approaches
    8. Composite Approaches
  14. Chapter 4 Been There, Done That, What Next?
    1. Brand Stewardship Is for the Long-Haul Not the Short-Play
  15. Chapter 5 The 9:6:3 Guide to Brand Growth
    1. The Principles, Truths, and Challenges of Brand Leadership
  16. Bibliography
  17. Word Wizard: Grand Summary
  18. About the Author
  19. Index
  20. Backcover
3.139.70.131