Basics of branding : a practical guide for managers /
Uloženo v:
| Hlavní autor: | |
|---|---|
| Médium: | Elektronický zdroj E-kniha |
| Jazyk: | angličtina |
| Vydáno: |
New York, New York (222 East 46th Street, New York, NY 10017) :
Business Expert Press,
2013.
|
| Vydání: | First edition. |
| Edice: | 2013 digital library.
Marketing strategy collection. |
| Témata: | |
| On-line přístup: | An electronic book accessible through the World Wide Web; click to view |
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Obsah:
- 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.