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 * 5 elements that
trigger brand insistence * Turning brand strategy into advertising *
Online branding * Private label brands * Creating "category of
one" brands * Social responsibility, sustainability, and
storytelling * 60 nontraditional marketing techniques * Metrics * And
more
A treasure trove of techniques, templates, and rules of thumb, Brand
Aid is the ideal resource for anyone responsible for building their
organization's brand.
