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

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

by Brad VanAuken
     
 

"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

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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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Product Details

ISBN-13:
9780814406816
Publisher:
AMACOM Books
Publication date:
07/25/2003
Pages:
320
Product dimensions:
6.32(w) x 9.18(h) x 1.16(d)
Age Range:
17 Years

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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