Branding Basics: A Practical Guide For Managers

Jay Gronlund

ISBN 10: 1606495925 / ISBN 13: 9781606495926

Editore: Business Expert Press, US, 2013

Most business managers really don't understand 'branding'. They usually think this discipline starts with a new, catchy name and then they become fixated with all the media and digital options that exist today. What is lacking in both B2B and B2C circles is the strategic side of branding - i.e. the creativity, customer research and competitive assessments, matched against a realistic examination of a company's strengths and ability to deliver on promises. This involves all the due diligence that will determine the optimal positioning for creating 'content' or a credible benefit/added value to make a brand genuinely relevant and stand out in today's overcrowded, fast paced world. This book on the 'Basics of Branding' is designed to re-focus the attention of tomorrow's managers on these essential building blocks for successful brand development. It emphasizes the core principles that will enable people to view branding as a tool for a variety of uses (e.g. Corporate and product branding, personal branding, branding a country or a university, etc.). The book is basic, practical, and single-mindedly clear, almost like a handbook that will forever be actionable as a reference guide. Codice articolo LU-9781606495926

Riassunto:

Smart branding is essential for success, yet it is often misunderstood. Developing a brand that is relevant, distinct, and emotionally compelling can be very dif_ cult 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. In an easy-to-understand writing style, Gronlund will show you the fundamentals that will help develop a value proposition that will excite customers. Branding is all about creating a message or an impression that makes an impact and creates a rational and emotional connection with a customer. Forming a bond of trust and comfort will build brand equity (i.e., how people value your brand) and customer loyalty. We are living in a dynamic, transformative global economy with mind-boggling advances in technology. Managers today can easily become preoccupied with social media vehicles and the innovative features of electronic devices, and hence neglect the importance of the content or the message. Adhering to the core elements of positioning and branding will help them develop more emotionally rich and powerful content. And B2B managers will better understand and discover the real value of good branding, so that their marketing and sales communications will go beyond product features and emphasize relevant benefits that will strengthen their relationships with targeted customers.

L'autore: Jay Gronlund received his BA from Colby College and an MBA from Tuck. He has held positions at Richardson- Vicks, Church & Dwight, Seagrams, and Newsweek. In 1990, Gronlund started The Pathfinder Group, a boutique consulting firm specializing in helping companies expand into foreign markets, plus overseas companies seeking to enter the United States. In 1999, Gronlund created a course on "positioning and brand development" for NYU, which he continues to teach to students from the United States and abroad. He has authored several articles, white papers, and books.

Dati bibliografici

Titolo: Branding Basics: A Practical Guide For ...
Casa editrice: Business Expert Press, US
Data di pubblicazione: 2013
Legatura: Paperback
Condizione: New