Brand aid
Subtitle: a quick reference guide to solving your branding problems and strengthening your marketing position
By: Brad VanAuken
Edition: Second edition.
Publisher: AMACOM
Published: 2015
Language: eng
Number of pages: 332
ISBN-13: 9780814434734
Subjects: Design; Management; Brand name products; Branding (Marketing); Trademarks
Notes: Includes bibliographical references and index.
Table of contents: title: A brand is a friend; title: Understanding the language of branding; title: Brand management process : an overview; title: Understanding the consumer; title: Understanding the competition; title: Brand design; title: Brand identity system and standards; title: Driving the consumer from brand awareness to brand insistence; title: Brand advertising; title: Nontraditional marketing approaches that work; title: Online brand building; title: Developing a brand building organization; title: Integrated brand marketing; title: Creating the total brand experience; title: Brand extension; title: Global branding; title: Brand research; title: Brand equity measurement; title: How organization age and size affect brand management issues; title: Legal issues in brand management; title: Common brand problems; title: Keys to success in brand building: a summary.