Brand aid a quick reference guide to solving your branding problems and strengthening your marketing position
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. This book cov...
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| Format: | eBook |
| Language: | English |
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New York
AMACOM
2015
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| Edition: | Second edition |
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| Collection: | O'Reilly - Collection details see MPG.ReNa |
Table of Contents:
- Includes bibliographical references and index
- A brand is a friend
- Understanding the language of branding
- Brand management process : an overview
- Understanding the consumer
- Understanding the competition
- Brand design
- Brand identity system and standards
- Driving the consumer from brand awareness to brand insistence
- Brand advertising
- Nontraditional marketing approaches that work
- Online brand building
- Developing a brand building organization
- Integrated brand marketing
- Creating the total brand experience
- Brand extension
- Global branding
- Brand research
- Brand equity measurement
- How organization age and size affect brand management issues
- Legal issues in brand management
- Common brand problems
- Keys to success in brand building: a summary