Building brand momentum
Subtitle: strategies for achieving critical mass
By: Robert A. Sevier
Publisher: Strategy Publishing
Published: 2008
Place of publication: Hiawatha, Iowa
Language: eng
Number of pages: 272
ISBN-13: 9780971059733
Copyright date: 2008
Subjects: College publicity; Universities and colleges; Public relations; Marketing
Description: The book examines the role key people and groups play in developing a brand strategy, outlines ideas for winning internal support, and presents options to help you more effectively communicate your brand. The book also looks at ways to extend your brand through traditional and not-so-traditional media and channels and offers a careful review of brand budgeting and measuring brand return on investment. Finally, the book addresses the need for institutional hustle as part of your brand strategy --Back cover.
Notes: "A user's guide for developing, launching, and sustaining a strong brand"--Cover.

Includes bibliographical references (pages 269-271).
Table of contents: title: What is a brand and why you need one; title: Key terms and relationships; title: Demystifying integrated marketing communication; title: An interview with Don Schultz; title: Essential brand concepts; title: The four key steps to an effective brand strategy; title: Key people, key roles; title: Winning internal support for your brand strategy; title: Step 1: make a promise that matters; title: Options for differentiating your institution from your competitiors; title: An interview with Jack Trout; title: Elements of the brand portfolio; title: Developing an effective brand architecture; title: Step 2: communicate your brand promise; title: Developing an effective brand creative; title: Step 3: Live your brand promise; title: Experience marketing; title: Using research to refine your brand strategy; title: Step 4: strengthen your brand promise; title: Extending your brand; title: Marketing the complex college or university; title: Measuring brand ROI; title: Brand dollars and sense; title: What will it take?; title: Hustle as strategy; title: Appendix A : glossary; title: Appendix B : bibliography.