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Book Categories |
| The author | ||
| Acknowledgements | ||
| Introduction | 1 | |
| Brand communication | ||
| 1 | Contemporary branding: Branding, marketing and the business environment | 9 |
| 2 | Brand configuration: Structuring the brand and the organization | 19 |
| 3 | Service, retail and trade branding: Effective strategies for different sectors | 42 |
| 4 | Brand media: Established communication channels and techniques | 64 |
| 5 | New media brandsites: Strategies for the digital economy | 98 |
| Brand definition | ||
| 6 | Brand positioning: Creating a strong core DNA for a brand | 121 |
| 7 | Cognitive brand dimensions: Defining the rational benefits of a brand | 147 |
| 8 | Emotional brand dimensions: Defining the emotional benefits of a brand | 163 |
| Brand equity | ||
| 9 | Legal protection: Protecting the brand and its expression | 181 |
| 10 | Financial assets: Valuing the brand as a business asset | 198 |
| Brand strategy | ||
| 11 | Brand planning: Strategies for brand revitalization, brand extension and new brand creation | 217 |
| 12 | Researching consumer behaviour: Evaluating the research process and methodologies | 241 |
| 13 | Corporate brand management: The CEO as brand manager and how to inspire every employee to take responsibility for the brand | 266 |
| 14 | The future: New rules for the new economy | 284 |
| Glossary | 302 | |
| Bibliography | 310 | |
| Index | 317 |
| Price | Condition | Delivery | Seller | Action |
| $99.99 | Digital |
| WonderClub |
Tim Morneau
reviewed The Essential Brand Book: Over 100 Techniques to Increase Brand Value on June 27, 2019 The Essential Brand Book: Over 100 Techniques to Increase Brand Value
Considering this book is from 2004, it is a good read for looking at tech in hindsight.
Makes one understand why divergence is the key to evolution of tech & mankind.
But is too critical of convergence.
Yes, there have been numerous failures trying to converge certain products/technologies together.
But the 0.1% that have succeeded have been phenomenal.
IPhone, phone-video-calls, wechat-like superapps, hell even a McCafe.
I feel its about getting the right things together to create products that people will find indispensable.
A current Amazon would be a very good case study for the authors.
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Add The Essential Brand Book: Over 100 Techniques to Increase Brand Value, Essential! — Marketing magazine A must for marketing and business professionals alike. —Sales Director This fully updated paperback edition of The Essential Brand Book is a companion resource for anyone involved in brand issues and contains over 100, The Essential Brand Book: Over 100 Techniques to Increase Brand Value to the inventory that you are selling on WonderClubX
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Add The Essential Brand Book: Over 100 Techniques to Increase Brand Value, Essential! — Marketing magazine A must for marketing and business professionals alike. —Sales Director This fully updated paperback edition of The Essential Brand Book is a companion resource for anyone involved in brand issues and contains over 100, The Essential Brand Book: Over 100 Techniques to Increase Brand Value to your collection on WonderClub |
