Brand Aid

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

 Brand Aid

Author: Brad VanAuken
Pub Date: December 2014
Print Edition: $29.95
Print ISBN: 9780814434734
Page Count: 352
Format: Hardback
Edition: Second Edition
e-Book ISBN: 9780814434741

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Table of Contents

CONTENTS

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

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