Brand aid a quick reference guide to solving your branding problems and strengthening your marketing position
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 a...
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| Format: | eBook |
| Language: | Inglés |
| Published: |
New York, [New York] :
AMACOM
2015.
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| Edition: | 2nd ed |
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| See on Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009629506806719 |
Table of 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
