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
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.
"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
Series: UK Professional Business Management / Business
For Ages: 18+ years old
Number Of Pages: 352
Published: 25th February 2019
Country of Publication: US
Dimensions (cm): 23.8 x 16.0
Weight (kg): 0.67
Edition Number: 2
Edition Type: Revised