Brand aid : a quick reference guide to solving your branding problems and strengthening your marketing position / Brad VanAuken.

Format:

Book

Author/Creator:

VanAuken, Brad, author.

Language:

English

Subjects (All):

Brand name products--Management.

Brand name products.

Branding (Marketing).

Trademarks--Design.

Trademarks.

Physical Description:

1 online resource (370 p.)

Edition:

2nd ed.

Other Title:

Quick reference guide to solving your branding problems and strengthening your marketing position

Place of Publication:

New York, [New York] : AMACOM, 2015.

Language Note:

English

System Details:

text file

Summary:

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. This new edition continues to be the most wide-ranging branding guide available, bringing together illuminat

Contents:

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

NotesIndex; A; B; C; D; E; F; G; H; I; J; K; L; M; N; O; P; Q; R; S; T; U; V; W; X; Y; Z; About the Author; Free Sample Chapter from Do It! Marketing

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9780814434741

0814434746

OCLC:

898034491