A Quick Reference Guide to Solving Your Branding Problems and Strengthening Your Market Position
Author: Brad VanAuken
Pub Date: December 2014
Print Edition: $29.95
Print ISBN: 9780814434734
Page Count: 352
Edition: Second Edition
e-Book ISBN: 9780814434741
Buy the book:
“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!”—Bookviews
“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!”—Bookviews
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. Written by an acknowledged expert with 30 years of experience building world-class brands, Brand Aid 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
A treasure trove of techniques, templates, and rules of thumb, Brand Aid is the ideal resource for anyone responsible for building their organization’s brand.
About the Author
Brad VanAuken is the president and founder of BrandForward, Inc., and former director of brand management and marketing for Hallmark Cards.
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