Brand Aid: A Quick Reference Guide to Solving Your Branding Problems and Strengthening Your Market Position - Hardcover

VanAuken, Brad

Hardcover

ISBN 10: 0814434738 ISBN 13: 9780814434734

Publisher: AMACOM, 2014

Synopsis

A catchy business name and a smart logo may get you a few clicks, but to create a sustaining image for your organization and build continual success will require the perfect branding statement. The essence of an organization begins with establishing its brand, therefore it is absolutely essential to get it right.Brand managers, marketers, and executives have long turned to the trusted principles in Brand Aid to troubleshoot their branding problems. Written by an acknowledged branding expert with 30 years of experience building world-class brands, this must-have guide covers topics ranging from research and positioning to brand equity management and architecture strategy. The latest edition has collected illuminating case studies, best practices, and the latest research in order to offer 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· Social responsibility, sustainability, and storytelling· 60 nontraditional marketing techniques· And moreAn organization cannot afford to get their branding wrong. With the treasure trove of techniques, templates, and rules of thumb found in Brand Aid, it won’t!

About this title

Book Description

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.

From the Inside Flap

Brand Aid guides you through the entire branding process, from using social media effectively to linking your brand to human needs to developing a brand architecture strategy that unifies merging companies. Step by step, it breaks down a vast body of knowledge into helpful overviews and worksheets, checklists, case studies, research findings, rules of thumb, and more.

Whether you're branding a company, product or service, museum, trade association, municipality, or anything, this book explains how to:

* Get and analyze information about each consumer segment

* Define your brand essence, promise, archetype, and personality

* Position your brand against the competition

* Make your brand identity consistent across the enterprise

* Bolster the five qualities that create brand insistence

* Translate your brand strategy into a multichannel advertising plan

* Create great online content, blogs, SEO, email marketing, mobile apps, and more online requirements

* Make your brand promise a reality by cultivating a brand-driven organization

* Extend your brand into new products or leverage it globally

* Use qualitative techniques for researching your brand's impact

* And much more

Your building, your products, your people. They're immensely valuable. But only your brand is irreplaceable. Get it right, and your company thrives. Make too many mistakes, and watch out! Brand Aid gets you up to speed on every branding essential--sidestepping pitfalls and positioning your brand for enduring success.

Brad VanAuken is the president and founder of BrandForward, Inc., a brand strategy consultancy with clients throughout the world. Previously, he was director of brand management and marketing for Hallmark Cards and Vice President of Marketing for Element K. An active speaker and writer, Brad has been interviewed regularly in the national media, including Adweek, CNN, Entrepreneur, and Investor's Business Daily.

Edition details

• Publisher: AMACOM
• Publication date: 2014
• ISBN 10: 0814434738
• ISBN 13: 9780814434734
• Binding: Hardcover
• Language: English
• Edition number: 2
• Number of pages: 352