Brand aid : an easy reference guide to solving your toughest branding problems and strengthening your market position
著者
書誌事項
Brand aid : an easy reference guide to solving your toughest branding problems and strengthening your market position
American Management Association, c2003
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注記
Online brand management and advertising resources: p. [291]-298
Includes bibliographical references and index
内容説明・目次
内容説明
This is a ready reference that leads the way for anyone setting out to build a winning brand! 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.
目次
"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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