Create the Perfect Brand [electronic resource] : Teach Yourself

Format:

Book

Author/Creator:

Hitchens, Paul.

Contributor:

Hitchens, Julia.

Series:

TY Business Skills

Language:

English

Subjects (All):

Branding (Marketing)--Case studies.

Branding (Marketing)--Problems, exercises, etc.

Branding (Marketing).

Local Subjects:

Branding (Marketing)--Case studies.

Branding (Marketing)--Problems, exercises, etc.

Physical Description:

1 online resource (267 p.)

Place of Publication:

London : Hodder Education, 2010.

Language Note:

English

Summary:

Do you see branding as the key to the success of your business but aren't sure where to start? This book, written by enthusiastic experts, with lots of inspiring famous examples, will help you to maximise your brand even in a downturn

Contents:

Cover; Book title; Contents; Meet the authors; Only got a minute?; Only got five minutes?; Acknowledgements; Part one: Brand importance; 1 What is a brand?; Definition of a brand; Classification of brands; Brand history; Heart and soul-the core of a business; Past, present and future; Who owns the brand?; 2 Why do I need a brand?; Differentiation; Connecting with people; Added value; Signifying change; 3 Brands in a recession; Brand building in a recession; Recession disasters; Brand survival in a recession; Trust; Relevance; Difference; Innovation; People; 4 Brand value

Reasons for calculating brand valueBrands attract investors; Intangible asset; Brand valuation definition; Financial methods to value a brand; Brand valuation reports; Brand value examples; Overvalued brands; 5 Brand focus; Pioneering; Creative; Innovative; Caring; Communicative; Knowledgeable; Inspirational; Part two: Brand creation; 6 Brand culture; History; Ethos; Language; People; Leadership; Traditions; Sensations; Physical; 7 Brand strategy; Establishing a working group; Key branding criteria; Research; Part three: Brand implementation; 8 The importance of design; What is good design?

Undervalued assetDesign in practice; How design builds brands; Global design centres; The value of creative thinking; Design in business education; 9 Brand identity; Creative brief; Creative workshop; Name; Strapline; Logo; Mascots; Colour; A general guide to colour; Typography; Look, feel and tone of voice; Brand u-turns; 10 Brand experience: touchpoints; Mapping a touchpoint journey; Brand experience: employee; Part four: Brand support; 11 Brand champion; What is a brand champion?; Characteristics of great brand champions; Language; Action; Attitude; Personal branding; 12 Brand ambassador

What is a brand ambassador?Celebrity brand ambassadors; Fans as brand ambassadors; Employees as brand ambassadors; External brand ambassadors; 13 Brand standards; Communicating the brand; Brand awareness; The brand book; Brand guidelines; 14 Brand protection; Protecting your brand assets; New revenue streams; 15 Brand delivery; Brand launch; The event; A consistent delivery; Index; A; B; C; D; E; F; G; H; I; J; K; L; M; N; O; P; Q; R; S; T; U; V; W; Y; Z

Notes:

Description based upon print version of record.

Description based on publisher supplied metadata and other sources.

ISBN:

1-283-01061-5

9786613010612

1-4441-2681-4

OCLC:

703137783