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 âą 5 elements that trigger brand insistence âą Turning brand strategy into advertising âą Online branding âą Private label brands âą Creating âcategory of oneâ brands âą Social responsibility, sustainability, and storytelling âą 60 nontraditional marketing techniques âą Metrics âą And more