Brand Aid: An Easy Reference Guide to Solving Your Toughest Branding Problems and Strengthening Your Market Position / Edition 1

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Overview

"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."

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Editorial Reviews

From the Publisher

"Entrepreneur: ""It’s great to have a strong brand customers love and are happy to pay a premium for, but when a brand gets overextended, underadvertised, overpriced or develops other problems, few entrepreneurs know what to do. In Brand Aid, author and marketing consultant Brad VanAuken goes a long way toward remedying these problems...Brand Aid is a significant addition to the brand marketing library.""

Midwest Book Review: ""Of all the books I’ve read on marketing and branding, this one is the shining star! I’ll also go out on a limb and assert that it’s one of the best books I’ve seen published by AMACOM.""

BookViews.com: ""Quite possibly the best book I have seen on the topic of creating and maintaining a ‘brand’ is Brad VanAuken’s Brand Aid. It will prove to be a powerful resource to anyone wrestling with the challenge of the entire process of building a high-impact brand and trouble-shooting the issues that come with it. If you want your company to become the next Nike, Disney or Absolut, this is the one book you want to read. And then read again!""

PoolOnline.com: ""Brand Aid] is immensely readable and even entertaining with a plethora of examples of problems faced by well-known brands. It is an eye-opener into the tactics of ‘spammers’ and can even help you to understand why you computer behaves in certain ways when a Web site operator has built in features that attract you to the site but also keep you there when you want to leave.""

MarketingSherpa.com: ""It's [Brand Aid] terrific. It's packed with useful research data and checklists on everything from how to write an agency brief to 22 reasons why great brands decline.""

Quirkís Marketing Research Review: ""My desk has been home to a bumper crop of worthwhile new books on brands and branding for the past several months.A standout in the group is Brand Aid by Brad VanAuken, which offers an almost encyclopedic look at every step in the brand process.Highly recommended.""

Journal of Product and Brand Management: ""If you are a beginner in the world of branding, you will find Brand Aid an enjoyable and helpful read to get you started. For a seasoned brand manager, Brand Aid will prove itself to be a source of fresh ideas and new ways of thinking."""

Quirk Marketing Research Review
My desk has been home to a bumper crop of worthwhile new books on brands and branding for the past several months?.A standout in the group is Brand Aid by Brad VanAuken, which offers an almost encyclopedic look at every step in the brand process?.Highly recommended.
Entrepreneur
It's great to have a strong brand customers love and are happy to pay a premium for, but when a brand gets overextended, underadvertised, overpriced or develops other problems, few entrepreneurs know what to do. In Brand Aid, author and marketing consultant Brad VanAuken goes a long way toward remedying these problems...[Brand Aid is] a significant addition to the brand marketing library.
MarketingSherpa.com
It's [Brand Aid] terrific. It's packed with useful research data and checklists on everything from how to write an agency brief to 22 reasons why great brands decline.
Publishers Weekly
What makes a Mercedes a Mercedes or a Coke a Coke? Popular brand names like these are more than just products. They're symbols that capture a wide range of ideas and emotions, thanks to the efforts of marketing masters like VanAuken, former director of brand management for Hallmark. VanAuken has distilled his enormous practical knowledge about the theory and practice of brand management into this smart but problematic volume. The book is packed with information and good ideas-so many, in fact, that it is virtually an encyclopedia of brand marketing dos and don'ts. Most of the material is presented as a densely compressed series of bullet points-often with 10 or more points to a page-which lack clear continuity. The result is a book composed largely of lists-easy to browse, but hard to read. This wouldn't matter if the book were truly effective as an "easy reference guide," but the lack of a technical glossary limits its usefulness in that area as well. While certainly a valuable resource for marketing professionals, this is more a collection of brilliant fragments than a practical road map for executives out to make their product a household name like IBM or McDonald's. (July 29) Copyright 2003 Reed Business Information.
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Product Details

  • ISBN-13: 9780814406816
  • Publisher: AMACOM
  • Publication date: 7/25/2003
  • Edition number: 1
  • Pages: 320
  • Sales rank: 344,329
  • Product dimensions: 6.32 (w) x 9.18 (h) x 1.16 (d)

Meet the Author

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.

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Table of Contents

"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"

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Sort by: Showing all of 2 Customer Reviews
  • Anonymous

    Posted September 24, 2003

    Required Reading on Brand Management

    'Brand Aid' is the most comprehensive of all the materials that I've read on brand management. It is packed with resources to gain understanding in what branding is and how it can be implemented to benefit an organization. The case studies are engaging and relatable, and the checklists are thought provoking. The succinct content in each chapter makes this book an invaluable reference tool. Even the most basic branding concepts in the early chapters were insightful and deepened my belief in the importance of building strong relationships with customers and employees. My organization began a branding initiative earlier this year. I now wish I had read 'Brand Aid' before we started. This book should become required reading for all business leaders responsible for driving the growth of their organizations.

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  • Anonymous

    Posted August 21, 2003

    Invaluable Resource for Every Business Leader

    Of all the books I¿ve read on marketing and branding, this one is the shining star! I¿ll also go out on a limb and assert that it¿s one of the best books I¿ve seen published by AMACOM. With those superlatives in place, let¿s look at the book. The challenge of market positioning, business-to-consumer and business-to-business, has intensified. Buyers¿ minds have become crowded¿no, cluttered¿with a bombardment of messages urging them to select one product or service over another. Organizations that desire to positively influence people about their offerings must be concerned about brand. And ¿organizations¿ encompasses more than just manufacturers, retailers, and other for-profits. Not-for-profits, schools, civic groups, causes, and even individuals need to pay more attention to developing, enhancing, and defending their brands. This high-content book is written for beginners as well as those who think they know at least something about what they¿re doing. In chapter after chapter, ¿Brand Aid¿ delivers critical knowledge that is both educational and though-provoking. The chapters conclude with sets of questions to help readers measure just how well they¿re doing¿and what needs to be done. No matter how good you think you are, you will find reinforcement and unsettling feelings for work to be done in each of these check-off lists. ¿Did You Know¿ inset boxes throughout the book provide interesting facts, case studies, and other material to effectively supplement the primary text. The three appendices deliver even more knowledge¿and challenging questions. As I read this book, I felt like I was taking a college course¿maybe a graduate course¿in branding. I found myself wanting to talk with the professor to explore even further than the depth I was experiencing. The style of the book is quite engaging and will certainly hold the interest of people in the field. I¿d recommend it as well for business owners and executives who may not be directly involved with branding; indirectly, you are a part of the process, and gleaning the messages and insights in this book will enable you to serve as a much more effective leader. The comprehensive index and the book¿s website make ¿Brand Aid¿ even more useful. A glimpse of the cover and acknowledgement of what comes immediately to mind will stimulate your thinking, then turning the pages will start you on an exciting adventure. You¿ll be motivated to take action from practically every chapter, so get ready for an application-oriented reading experience. Great as a read-through and as a reference book.

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