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

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9780814434734: Brand Aid: A Quick Reference Guide to Solving Your Branding Problems and Strengthening Your Market Position
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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.

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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.

From the Back Cover:

Praise for the First Edition of BRAND AID:

"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!" -- Bookviews

"VanAuken has distilled his enormous practical knowledge about the theory and practice of brand management....[A] valuable resource for marketing professionals." -- Publishers Weekly

"[W]hen a brand gets overextended, underadvertised, overpriced, or develops other problems, few entrepreneurs know what to do. Brand Aid goes a long way toward remedying these problems...a significant addition to the brand marketing library." -- Entrepreneur

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, executives, and entrepreneurs 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 * storytelling * 60 nontraditional marketing techniques * metrics * 35 common brand problems * and much more.

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