Basics of branding : a practical guide for managers /

Smart branding is essential for success, yet it is often misunderstood. Developing a brand that is relevant, distinct, and emotionally compelling can be very difficult for many managers, mainly because they don't realize exactly what and how much goes into this branding process. This book will...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Gronlund, Jay (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2013.
Edición:First edition.
Colección:2013 digital library.
Marketing strategy collection.
Temas:
Branding (Marketing)
Stratégie de marque.
branding.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
basics of branding
positioning statement
emotional branding
consumer insights
corporate branding
global branding
country branding
market research
creativity
ideation
innovation model
brand names and logos
B2B
business-to-business
value proposition
value pricing
commoditization
marketing and sales alignment
silos
brand trust
social media
brand architecture
personal branding
employer branding
brand equity
B2C
business-to-consumer
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 1. What is branding really about?
  • A classic, ubiquitous misunderstanding of "branding"
  • So what really is "branding"?
  • Summary
  • 2. The positioning statement, emotions, and brand equity
  • A simple tool, but a must for branding
  • The emotional side of branding
  • The ultimate: brand equity
  • 3. Branding applications
  • Corporate branding
  • Employer branding
  • Personal branding
  • Global branding
  • Country branding
  • 4. Building strong brands
  • A market-driven success
  • Market research for brand development, the basics
  • Innovation and idea generation for brand building
  • Brand names, logos, symbols, and taglines
  • Growth from brand/line extensions
  • 5. Branding in the B2B world, new opportunities
  • Building strong customer loyalty
  • A more compelling value proposition
  • How value pricing can prevent perceptions of "commoditization"
  • Marketing and sales alignment, breaking down silos
  • Why emotion is critical for B2B brand marketing
  • 6. Marketing today: branding for digital marketing and social media
  • Transformative shifts in the marketplace, consumer tastes and media
  • How the internet has changed the way consumers buy
  • The rise of "content marketing"
  • Importance of integrated marketing
  • How the role of "marketing" is changing in corporations
  • Impact on branding
  • Five issues to determine whether/how to market your brand in social media
  • Conclusion: 20 key principles for developing strong brands
  • Notes
  • References
  • Index.

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