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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.
List of contents
CONTENTS
ForewordVII
PrefaceXI
AcknowledgmentsXIX
PART 1 INTRODUCTION TO BRAND MANAGEMENT
1A Brand Is a Friend2
2Understanding the Language of Branding5
3Brand Management Process: An Overview15
PART 2 DESIGNING THE BRAND
4Understanding the Consumer22
5Understanding the Competition37
6Brand Design40
7Brand Identity System and Standards66
PART 3 BUILDING THE BRAND
8Driving the Consumer from Brand
Awareness to Brand Insistence82
9Brand Advertising108
10Nontraditional Marketing Approaches That Work133
11Online Brand Building153
12Developing a Brand Building Organization169
13Integrated Brand Marketing183
14Creating the Total Brand Experience188
PART 4 LEVERAGING THE BRAND
15Brand Extension200
16Global Branding211
PART 5 BRAND METRICS
17Brand Research222
18Brand Equity Measurement236
PART 6 OTHER BRAND MANAGEMENT CONSIDERATIONS
19How Organization Age and Size
Affect Brand Management Issues254
20Legal Issues in Brand Management258
PART 7 BRAND MANAGEMENT IN BRIEF
21Common Brand Problems272
22Keys to Success in Brand Building: A Summary287
Appendix A: Brand Audits293
Appendix B: Online Brand Management
and Advertising Resources301
Appendix C: References/Further Readings306
Notes317
Index323
About the author
Brad VanAuken is the president and founder of BrandForward, Inc., and former director of brand management and marketing for Hallmark Cards.
Summary
A catchy business name and a smart logo may get you a few clicks, but to create a sustaining image for your organization and build continual success will require the perfect branding statement. The essence of an organization begins with establishing its brand, therefore it is absolutely essential to get it right.Brand managers, marketers, and executives have long turned to the trusted principles in Brand Aid to troubleshoot their branding problems. Written by an acknowledged branding expert with 30 years of experience building world-class brands, this must-have guide covers topics ranging from research and positioning to brand equity management and architecture strategy. The latest edition has collected illuminating case studies, best practices, and the latest research in order to offer 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• Social responsibility, sustainability, and storytelling• 60 nontraditional marketing techniques• And moreAn organization cannot afford to get their branding wrong. With the treasure trove of techniques, templates, and rules of thumb found in Brand Aid, it won’t!
