Basics of branding : a practical guide for managers / Jay Gronlund.

Format:

Book

Author/Creator:

Gronlund, Jay.

Series:

Marketing strategy collection. 2150-9662.

Marketing strategy collection, 2150-9662

Language:

English

Subjects (All):

Branding (Marketing).

Physical Description:

1 online resource (x, 197 p.)

Place of Publication:

New York, N.Y. : Business Expert Press, 2013.

Summary:

Smart branding is essential for success, yet it is often misunderstood. Developing a brand that is relevant, distinct, and emotionally compelling can be very difficult for many managers, mainly because they don't realize exactly what and how much goes into this branding process. This book will explain this process.

Contents:

1. What is branding really about?

A classic, ubiquitous misunderstanding of "branding"

So what really is "branding"?

Summary

2. The positioning statement, emotions, and brand equity

A simple tool, but a must for branding

The emotional side of branding

The ultimate: brand equity

3. Branding applications

Corporate branding

Employer branding

Personal branding

Global branding

Country branding

4. Building strong brands

A market-driven success

Market research for brand development, the basics

Innovation and idea generation for brand building

Brand names, logos, symbols, and taglines

Growth from brand/line extensions

5. Branding in the B2B world, new opportunities

Building strong customer loyalty

A more compelling value proposition

How value pricing can prevent perceptions of "commoditization"

Marketing and sales alignment, breaking down silos

Why emotion is critical for B2B brand marketing

6. Marketing today: branding for digital marketing and social media

Transformative shifts in the marketplace, consumer tastes and media

How the internet has changed the way consumers buy

The rise of "content marketing"

Importance of integrated marketing

How the role of "marketing" is changing in corporations

Impact on branding

Five issues to determine whether/how to market your brand in social media

Conclusion: 20 key principles for developing strong brands

Notes

References

Index.

Notes:

Includes bibliographical references (pages 187-188) and index.

ISBN:

9781606495933 (ebook)

9781606495926 (pbk.)

9781606495933

1606495933

OCLC:

857276857