Brand Aid: A Quick Reference Guide to Solving Your Branding Problems and Strengthening Your Market Position, Second Edition

  • 5h 34m
  • Brad VanAuken
  • AMACOM
  • 2015

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 • And more

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.

About the Author

Brad VanAuken is the president and founder of BrandForward, Inc., and former director of brand management and marketing for Hallmark Cards.

In this Book

  • 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
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