An Easy Reference Guide to Solving Your Toughest Branding Problems and Strengthening Your Market Position
Author:
Brad VanAuken
ISBN:
9780814406816
Format:
Hardback
Price:
$24.95
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A ready reference that leads the way for anyone setting out to build a
winning brand!
"Written by an acknowledged expert with 20 years of experience building
world-class brands,
Brand Aid is a day-to-day quick-reference
guide that provides solutions for the 22 most pressing problems faced by
brand managers. This comprehensive, practical how-to guide also gives
readers 17 invaluable end-of-chapter checklists to help them assess and
advance their own brand management efforts. Succinct and easy-to-read,
it features exercises, formulas, case studies, proprietary research
findings, and other useful tools -- including a template to help them do
a complete brand audit.
Brand Aid covers topics ranging from research, positioning, and
advertising to brand equity management, legal issues in brand
management, and creating a brand-building organization. It includes an
overview of the entire brand management and marketing process, as well
as in-depth discussions of brand building on the Internet and internal
brand building. A treasure trove of techniques, templates, and rules of
thumb, Brand Aid ! is an indispensable roadmap for anyone
responsible for building their organization's brand."
About the Author
Brad VanAuken (Honeyoye Falls, NY) is the President and founder of
BrandForward, Inc. He was previously the Vice President of Marketing at
Element K, and the Director of Brand Management and Marketing at
Hallmark Cards.
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"Entrepreneur: ""It's great to have a strong brand customers love and
are happy to pay a premium for, but when a brand gets overextended,
underadvertised, overpriced or develops other problems, few
entrepreneurs know what to do. In Brand Aid, author and marketing
consultant Brad VanAuken goes a long way toward remedying these
problems...Brand Aid is a significant addition to the brand marketing
library.""
Midwest Book Review: ""Of all the books I've read on marketing and
branding, this one is the shining star! I'll also go out on a limb and
assert that it's one of the best books I've seen published by AMACOM.""
BookViews.com: ""Quite possibly the best book I have seen on the topic
of creating and maintaining a 'brand' is Brad VanAuken's Brand Aid. It
will prove to be a powerful resource to anyone wrestling with the
challenge of the entire process of building a high-impact brand and
trouble-shooting the issues that come with it. 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!""
PoolOnline.com: ""Brand Aid] is immensely readable and even
entertaining with a plethora of examples of problems faced by well-known
brands. It is an eye-opener into the tactics of 'spammers' and can even
help you to understand why you computer behaves in certain ways when a
Web site operator has built in features that attract you to the site but
also keep you there when you want to leave.""
MarketingSherpa.com: ""It's [Brand Aid] terrific. It's packed with
useful research data and checklists on everything from how to write an
agency brief to 22 reasons why great brands decline.""
Quirk?s Marketing Research Review: ""My desk has been home to a bumper
crop of worthwhile new books on brands and branding for the past several
months.A standout in the group is Brand Aid by Brad VanAuken, which
offers an almost encyclopedic look at every step in the brand
process.Highly recommended.""
Journal of Product and Brand Management: ""If you are a beginner in the
world of branding, you will find Brand Aid an enjoyable and helpful read
to get you started. For a seasoned brand manager, Brand Aid will prove
itself to be a source of fresh ideas and new ways of thinking."""
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"Section I: Introduction to Brand Management
Chapter 1: A Brand Is a Friend
Chapter 2: Understanding the Language of Branding
Chapter 3: The Brand Management Process: An Overview
Section II: Designing the Brand
Chapter 4: Understanding the Consumer
Chapter 5: Understanding the Competition
Chapter 6: Brand Design
Chapter 7: Brand Identity Standards and Systems
Section III: Building the Brand
Chapter 8: Driving the Consumer from Brand Awareness to Brand
Insistence
Chapter 9: Brand Advertising
Chapter 10: Non-traditional Marketing Approaches that Work
Chapter 11: Brand Building on the Internet
BrandForward Cyberbranding Study
Chapter 12: Developing a Brand Building Organization
Chapter 13: Integrated Brand Marketing
Chapter 14: Creating the Total Brand Experience
Section IV: Leveraging the Brand
Chapter 15: Brand Extension
Chapter 16: Global Branding
Section V: Brand Metrics
Chapter 17: Brand Research
Chapter 18: Brand Equity Measurement
Section VI: Other Brand Management Considerations
Chapter 19: How Organization Age and Size Affect Brand Management Issues
Chapter 20: Legal Issues in Brand Management
Section VII: Brand Management: A Summary
Chapter 21: Common Brand Problems
Chapter 22: Keys to Success in Brand Building
Chapter 23: Brand Management and Marketing Resources
Chapter 24: Brand Audits
Section VIII: Appendices
Appendix A. References / Further Readings
Appendix B. Brand Management Quiz"
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