Basics of branding : a practical guide for managers /
সংরক্ষণ করুন:
| প্রধান লেখক: | |
|---|---|
| বিন্যাস: | বৈদ্যুতিক বৈদ্যুতিন গ্রন্থ |
| ভাষা: | ইংরেজি |
| প্রকাশিত: |
New York, New York (222 East 46th Street, New York, NY 10017) :
Business Expert Press,
2013.
|
| সংস্করন: | First edition. |
| মালা: | 2013 digital library.
Marketing strategy collection. |
| বিষয়গুলি: | |
| অনলাইন ব্যবহার করুন: | An electronic book accessible through the World Wide Web; click to view |
| ট্যাগগুলো: |
কোনো ট্যাগ নেই, প্রথমজন হিসাবে ট্যাগ করুন!
|
সূচিপত্রের সারণি:
- 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.