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
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Praise for the First Edition of BRAND AID:
"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
"VanAuken 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
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, executives, and entrepreneurs 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 * storytelling * 60 nontraditional marketing techniques * metrics * 35 common brand problems * and much more.
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