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Brand aid : a quick reference guide to solving your branding problems and strengthening your marketing position Second edition
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| 자료유형 | 단행본 |
|---|---|
| 서명/저자사항 | Brand aid : a quick reference guide to solving your branding problems and strengthening your marketing position/ Brad VanAuken. |
| 개인저자 | VanAuken, Brad,author. |
| 판사항 | Second edition. |
| 형태사항 | 1 online resource. |
| 기타형태 저록 | Print version: VanAuken, Brad. Brand aid. [Second edition] 9780814434734 |
| ISBN | 9780814434741 0814434746 |
| 서지주기 | Includes bibliographical references and index. |
| 내용주기 | A brand is a friend -- Understanding the language of branding -- Brand management process : an overview -- Understanding the consumer -- Understanding the competition -- Brand design -- Brand identity system and standards -- Driving the consumer from brand awareness to brand insistence -- Brand advertising -- Nontraditional marketing approaches that work -- Online brand building -- Developing a brand building organization -- Integrated brand marketing -- Creating the total brand experience -- Brand extension -- Global branding -- Brand research -- Brand equity measurement -- How organization age and size affect brand management issues -- Legal issues in brand management -- Common brand problems -- Keys to success in brand building: a summary. |
| 요약 | 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. This book 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; and more. -- |
| 해제 | Edited summary from book. |
| 일반주제명 | Brand name products --Management. Branding (Marketing) Trademarks --Design. BUSINESS & ECONOMICS --Industrial Management. BUSINESS & ECONOMICS --Management. BUSINESS & ECONOMICS --Management Science. BUSINESS & ECONOMICS --Organizational Behavior. Brand name products --Management. Branding (Marketing) Trademarks --Design. |
| 언어 | 영어 |
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