Myths of branding : dispel the misconceptions and become a brand expert
著者
書誌事項
Myths of branding : dispel the misconceptions and become a brand expert
（Business myths series）
Kogan Page, 2023
2nd ed
- : pbk
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注記
Previous edition: 2019
Includes bibliographical references and index
内容説明・目次
内容説明
A brand is just a logo - everyone knows that, don't they? After all, it's not as though a good brand can save a bad business, and besides, the digital revolution is making branding irrelevant...
Myths of Branding, written by renowned branding experts Andy Milligan and Simon Bailey, explores the huge number of misguided, mistaken and blatantly false myths that abound in the branding arena. From the belief that developing brands is nothing more than fiddling with logos, to the perception that it's a 'soft' area of marketing that doesn't go beyond visual identity and that the customer is always right - these myths are all surprisingly entrenched, yet could not be further from the truth.
Myths of Branding uses up-to-date case studies and witty examples to debunk these popular misconceptions, and replaces them with the reality of what it's really like to work in the world of branding. Jam-packed with entertaining anecdotes and useful information that practitioners can learn from, it guarantees a deeper, sharper understanding of the realities of branding and brand management.
About the Business Myths series...
The Business Myths series tackles the falsehoods that pervade the business world. From leadership and management to social media, strategy and the workplace, these accessible books overturn out-of-date assumptions, skewer stereotypes and put oft-repeated slogans to the test. Entertaining and rigorously researched, these books will equip you with the insight and no-nonsense wisdom you need to succeed.
目次
- Chapter - 01: Myth 1 - Brands are just a way of charging you more for the same product
- Chapter - 02: Myth 2 - Once lost, brand trust can never be rebuilt
- Chapter - 03: Myth 3 - A good brand can prop up a bad business
- Chapter - 04: Myth 4 - Technology is diminishing the power of brands
- Chapter - 05: Myth 5 - Branding is just about identity
- Chapter - 06: Myth 6 - Brands don't have any real economic value
- Chapter - 07: Myth 7 - There is no such thing as brand loyalty
- Chapter - 08: Myth 8 - The customer is always right
- Chapter - 09: Myth 9 - It takes large resources and years of effort to build a global brand
- Chapter - 10: Myth 10 - A brand is 'owned' by the marketing department
- Chapter - 11: Myth 11 - Brand purpose is about effective corporate social responsibility
- Chapter - 12: Myth 12 - Customers are seeking a conversation with your brand
- Chapter - 13: Myth 13 - There are no real tools to help you manage your brand
- Chapter - 14: Myth 14 - In certain businesses, brands really don't matter
- Chapter - 15: Myth 15 - Branding has nothing to do with the customer experience
- Chapter - 16: Myth 16 - Branding is all about the product
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