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Brand Aid : A Quick Reference Guide to Solving Your Branding Problems and Strengthening Your Market Position - Brad VanAuken

Brand Aid

A Quick Reference Guide to Solving Your Branding Problems and Strengthening Your Market Position

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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
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.

Industry Reviews

"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

"Van Auken has distilled his enormous practical knowledge about the theory and practice of brand management... [A] valuable resource for marketing professionals." - Publishers Weekly

"[W]hen a brand gets overextended, underadvertised, overpriced, or develops other problems, few entrepreneurs know what to do. Brand Aid goes a long way toward remedying these problems... a significant addition to the brand marketing library." - Entrepreneur

"As a business leader, you know that every company, object, service, person or pet hoping to compete for public attention needs a brand. An enormous cottage industry has grown up around creating and improving brands, making it increasingly harder to cut through to useful, actionable information to help position your company's products or services. Just about all the information you need has been compiled in a single book. The second edition of Brand Aid includes everything from a basic introduction to brand management to advice on leveraging and measuring your brand's success." - smartCEO.com

"Powerful yet intangible, a brand is the personification of your organization. Learn to build, nurture, and grow a strong brand that inspires people, forges emotional bonds, and moves customers to insist on buying your brand. This book guides you through the entire branding process, from using social media effectively to linking your brand to human needs." - Advertising Educational Foundation (aef.com)

"There are literally dozens of flags marking pages in my copy of Brand Aid. Pick up a copy, and it will undoubtedly look the same in short order. Brand Aid functions equally well as a troubleshooter for underperforming, established brands, and as a toolkit for launching new brands destined for legendary status." - brandingclass.com

Foreword - VII
Preface - XI
Acknowledgments - XIX

PART 1: INTRODUCTION TO BRAND MANAGEMENT
1. A Brand Is a Friend - 2
2. Understanding the Language of Branding - 5
3. Brand Management Process: An Overview - 15

PART 2: DESIGNING THE BRAND
4. Understanding the Consumer - 22
5. Understanding the Competition - 37
6. Brand Design - 40
7. Brand Identity System and Standards - 66

PART 3: BUILDING THE BRAND
8. Driving the Consumer from Brand Awareness to Brand Insistence - 82
9. Brand Advertising - 108
10. Nontraditional Marketing Approaches That Work - 133
11. Online Brand Building - 153
12. Developing a Brand Building Organization - 169
13. Integrated Brand Marketing - 183
14. Creating the Total Brand Experience - 188

PART 4: LEVERAGING THE BRAND
15. Brand Extension - 200
16. Global Branding - 211

PART 5: BRAND METRICS
17. Brand Research - 222
18. Brand Equity Measurement - 236

PART 6: OTHER BRAND MANAGEMENT CONSIDERATIONS
19. How Organization Age and Size Affect Brand Management Issues - 254
20. Legal Issues in Brand Management - 258

PART 7: BRAND MANAGEMENT IN BRIEF
21. Common Brand Problems - 272
22. Keys to Success in Brand Building: A Summary - 287

Appendix A: Brand Audits - 293
Appendix B: Online Brand Management and Advertising Resources - 301
Appendix C: References/Further Readings - 306
Notes - 317
Index - 323

ISBN: 9780814434734
ISBN-10: 0814434738
Series: UK Professional Business Management / Business
Audience: General
For Ages: 18+ years old
Format: Hardcover
Language: English
Number Of Pages: 352
Published: 25th February 2019
Country of Publication: US
Dimensions (cm): 23.8 x 16.0  x 3.2
Weight (kg): 0.67
Edition Number: 2
Edition Type: Revised