Essential Brand Book
(Sprache: Englisch)
"Essential!" -- Marketing magazine "A must for marketing and business professionals alike." --Sales Director This fully updated paperback edition of "The Essential Brand Book" is a companion resource for anyone involved in brand issues and contains over 100...
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"Essential!" -- Marketing magazine "A must for marketing and business professionals alike." --Sales Director This fully updated paperback edition of "The Essential Brand Book" is a companion resource for anyone involved in brand issues and contains over 100 business models and techniques for building brand value. The book is divided into four key areas: brand communication, brand definition, brand equity, and brand strategy, and describes techniques with appropriate case studies.
Inhaltsverzeichnis zu „Essential Brand Book “
Brand communication: Contemporary branding; Branding, marketing and the business environment; Brand configuration; Structuring the brand and the organization; Service, retail and trade branding; Effective strategies for different sectors; Brand media; Established communication channels and techniques; New media brandsites; Strategies for the digital economy. Brand definition: Brand positioning; Creating a strong core DNA for a brand; Cognitive brand dimensions; Defining the rational benefits of a brand; Emotional brand dimensions; Defining the emotional benefits of a brand. Brand equity: Legal protection; Protecting the brand and its expression; Financial assets; Valuing the brand as a business asset. Brand strategy: Brand planning; Strategies for brand revitalization, brand extension and new brand creation; Researching consumer behaviour; Evaluating the research process and methodologies; Corporate brand management; The CEOs as brand manager and how to inspire every employee to take responsibility for the brand; The future; New rules for the new economy.
Autoren-Porträt von Iain Ellwood
Iain Ellwood
Bibliographische Angaben
- Autor: Iain Ellwood
- 2. Auflage, 336 Seiten, Maße: 15,6 x 23,4 cm, Kartoniert (TB), Englisch
- Verlag: Kogan Page
- ISBN-10: 0749438630
- ISBN-13: 9780749438630
- Erscheinungsdatum: 01.01.2006
Sprache:
Englisch
Rezension zu „Essential Brand Book “
"In today's global marketplace brand names such as Kellogg's, Disney, and Heinz have become more important than ever, enabling consumers to quickly find specific products, develop their own personalized consumption habits and communicate an image to others. It is not enough anymore for a product just to fulfill a utilitarian or generic pupose. It must also have a name, preferably a highly recognized and respected one. Thus, as Ellwood (international makerting and brand consultant) emphasizes in his book brand creation and brand management are essential for business success and profitability. In a world with many choices vying for the consumer's attention, it is the brand's job to act as the "connection and mode of communication between the producer and the consumer." Ellwood divides the book into four sections--brand communication, brand definition, brand equity, and brand strategy--and addresses a broad range of topics. In this regard, the book makes a useful reference source, but it
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