Basics of branding : a practical guide for managers / Jay Gronlund.
By: Gronlund, Jay [author.].
BUSINESS EXPERT PRESS 2013Edition: First edition.Description: x, 194 pages.ISBN: 9781606495926 (paperback).Subject(s): Branding (Marketing) | B2B | B2C | basics of branding | brand architecture | brand equity | brand names and logos | brand trust | business-to-business | business-to-consumer | commoditization | consumer insights | corporate branding | country branding | creativity | emotional branding | employer branding | global branding | ideation | innovation model | market research | marketing and sales alignment | personal branding | positioning statement | silos | social media | value pricing | value propositionGenre/Form: Print books.Online resources:| Current location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|
| On Shelf | HF5415.1255 G763 2013 (Browse shelf) | Available | AU0000000002554 |
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| HF5415.1255 .G33 2015 Brand psychology : consumer perceptions, corporate reputations / | HF5415.1255 .G33 2016 Customer experience branding : driving engagement through surprise and innovation / | HF5415.1255 .G35 2014 Brand esSense : using sense, symbol and story to design brand identity / | HF5415.1255 G763 2013 Basics of branding : a practical guide for managers / | HF5415.1255 .J64 2016 Branding : in five and a half steps : the definitive guide to the strategy and design of brand identities / | HF5415.1255 .K463 2014 Brand and talent / | HF5415.1255 .K857 2016 Brand Breakout How Emerging Market Brands Will Go Global. |
Includes bibliographical references (pages 187-188) and index.
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.
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 explain this process.