Don't mess with the logo
Subtitle: the straight talker's bible of branding
By: Jon Edge & Andy Milligan.
Contributors: Milligan, Andy.
Publisher: Prentice Hall/Financial Times
Published: 2009
Place of publication: New York
Language: eng
ISBN-13: 9780273714200
Subjects: Branding (Marketing); Brand name products; Advertising -- Brand name products
Notes: Includes bibliographical references and index.
Table of contents: title: Why you need to be on the brandwagon : a brief (we promise) history of brands and why they're so valuable; title: So what is a brand?; title: What is brand strategy?; title: The house that brand built : positioning and brand architecture; title: Apples, oranges, blackberries and other fruit : how to create a great brand identity; title: It's the experience, stupid!; title: Too many opinions and not enough cheese sandwiches : a bit about research; title: Call in the lawyers; title: Bow ties, ponytails and lunch at the Ivy : how to manage your agencies; title: Standing up, standing out and standing on your competition : how to keep your brand fresh in the Noo Mejur digital age; title: How to measure brand performance; title: When to mess with your logo : drastic measures; title: The most important lesson in brand building; title: Epilogue: all the top tips in one place (go here first if you can't be bothered to read the book); title: The lexicon of brand; title: Classes of the trade marks register; title: Research jargon you should know so you don't feel intimidated; title: Vague but clever things to say about brands; title: Books on branding we like; title: How to make a great cup of tea; title: Good recipes.