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