Brand Aid: An Easy Reference Guide to Solving Your Toughest Branding Problems and Strengthening Your Market Position - Rilegato

Vanauken, Brad

Rilegato

ISBN 10: 0814406815 ISBN 13: 9780814406816

Casa editrice: Amacom, 2003

Riassunto

A ready reference that leads the way for anyone setting out to build a winning brand!

Written by an acknowledged expert with 20 years of experience building world-class brands, Brand Aid is a day-to-day quick-reference guide that provides solutions for the 22 most pressing problems faced by brand managers. This comprehensive, practical how-to guide also gives readers 17 invaluable end-of-chapter checklists to help them assess and advance their own brand management efforts. Succinct and easy-to-read, it features exercises, formulas, case studies, proprietary research findings, and other useful tools including a template to help them do a complete brand audit.

Brand Aid covers topics ranging from research, positioning, and advertising to brand equity management, legal issues in brand management, and creating a brand-building organization. It includes an overview of the entire brand management and marketing process, as well as in-depth discussions of brand building on the Internet and internal brand building. A treasure trove of techniques, templates, and rules of thumb, Brand Aid! is an indispensable roadmap for anyone responsible for building their organization’s brand.

Su questo libro

L'autore:

Brad VanAuken (Honeyoye Falls, NY) is the President and founder of BrandForward, Inc. He was previously the Vice President of Marketing at Element K, and the Director of Brand Management and Marketing at Hallmark Cards.

Contenuti:

"Section I: Introduction to Brand Management

Chapter 1: A Brand Is a Friend

Chapter 2: Understanding the Language of Branding

Chapter 3: The Brand Management Process: An Overview

Section II: Designing the Brand

Chapter 4: Understanding the Consumer

Chapter 5: Understanding the Competition

Chapter 6: Brand Design

Chapter 7: Brand Identity Standards and Systems

Section III: Building the Brand

Chapter 8: Driving the Consumer from Brand Awareness to Brand Insistence

Chapter 9: Brand Advertising

Chapter 10: Non-traditional Marketing Approaches that Work

Chapter 11: Brand Building on the Internet

BrandForward Cyberbranding Study

Chapter 12: Developing a Brand Building Organization

Chapter 13: Integrated Brand Marketing

Chapter 14: Creating the Total Brand Experience

Section IV: Leveraging the Brand

Chapter 15: Brand Extension

Chapter 16: Global Branding

Section V: Brand Metrics

Chapter 17: Brand Research

Chapter 18: Brand Equity Measurement

Section VI: Other Brand Management Considerations

Chapter 19: How Organization Age and Size Affect Brand Management Issues

Chapter 20: Legal Issues in Brand Management

Section VII: Brand Management: A Summary

Chapter 21: Common Brand Problems

Chapter 22: Keys to Success in Brand Building

Chapter 23: Brand Management and Marketing Resources

Chapter 24: Brand Audits

Section VIII: Appendices

Appendix A. References / Further Readings

Appendix B. Brand Management Quiz"

Su questa edizione

• Editore: Amacom
• Data di pubblicazione: 2003
• ISBN 10: 0814406815
• ISBN 13: 9780814406816
• Rilegatura: Copertina rigida
• Numero di pagine: 320