Brand aid : a quick reference guide to solving your branding problems and strengthening your marketing position /

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Bibliographic Details
Author / Creator:	VanAuken, Brad.
Edition:	Second edition.
Imprint:	New York ; Atlantic : AMACOM, [2015]
Description:	1 online resource
Language:	English
Subject:	Brand name products -- Management. Branding (Marketing) Trademarks -- Design. Brand name products -- Management Branding (Marketing) Trademarks -- Design
Format:	E-Resource Book
URL for this record:	http://pi.lib.uchicago.edu/1001/cat/bib/13631504

Hidden Bibliographic Details
ISBN:	9780814434741 0814434746 9780814434734 0814434738
Notes:	Includes bibliographical references and index. Print version record.
Summary:	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. This book covers topics ranging from research and positioning to brand equity management and architecture strategy. Bringing together illuminating case studies, best practices, and the latest research, this edition offers invaluable advice on every aspect of brand management including: the 6 most powerful sources of brand differentiation; 5 elements that trigger brand insistence; turning brand strategy into advertising; online branding; private label brands; creating "category of one" brands; social responsibility, sustainability, and storytelling; 60 nontraditional marketing techniques; metrics; and more. --
Other form:	Print version: Brand aid. New York : Atlantic : AMACOM, [2015] 9780814434734

Table of Contents:

A brand is a friend
Understanding the language of branding
Brand management process : an overview
Understanding the consumer
Understanding the competition
Brand design
Brand identity system and standards
Driving the consumer from brand awareness to brand insistence
Brand advertising
Nontraditional marketing approaches that work
Online brand building
Developing a brand building organization
Integrated brand marketing
Creating the total brand experience
Brand extension
Global branding
Brand research
Brand equity measurement
How organization age and size affect brand management issues
Legal issues in brand management
Common brand problems
Keys to success in brand building: a summary.