Essential Brand Book （2ND）

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Essential Brand Book （2ND）

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  • 製本 Paperback:紙装版/ペーパーバック版／ページ数 336 p.
  • 言語 ENG
  • 商品コード 9780749438630
  • DDC分類 658.8

Full Description

Powerful brand management is as vital for a niche entrepreneur, small business or charity as it is for a multinational corporation. Any organization that provides a product or service needs to establish its point of differentiation and communicate its benefit to its customers.

The Essential Brand Book helps you build a strong brand to provide the key communication with customers, create critical differentiators in the marketplace, shape internal company culture, leverage the intellectual assets of the business and generate increased business performance.

Fully updated to include current brand issues, The Essential Brand Book is a companion resource for anyone involved in branding. It contains over 100 business models and techniques for building brand value and is illustrated throughout with case studies. The book is divided into four key areas
-Brand communication
-Brand definition
-Brand equity
-Brand strategy

Contents

Brand communication: Contemporary branding; Branding, marketing and the business environment; Brand configuration; Structuring the brand and the organization; Service, retail and trade branding; Effective strategies for different sectors; Brand media; Established communication channels and techniques; New media brandsites; Strategies for the digital economy. Brand definition: Brand positioning; Creating a strong core DNA for a brand; Cognitive brand dimensions; Defining the rational benefits of a brand; Emotional brand dimensions; Defining the emotional benefits of a brand. Brand equity: Legal protection; Protecting the brand and its expression; Financial assets; Valuing the brand as a business asset. Brand strategy: Brand planning; Strategies for brand revitalization, brand extension and new brand creation; Researching consumer behaviour; Evaluating the research process and methodologies; Corporate brand management; The CEOs as brand manager and how to inspire every employee to take responsibility for the brand; The future; New rules for the new economy.