Brand aid: an easy reference guide to solving your toughest branding problems and strengthening your market position
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York
American Management Association
2003
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | "Online brand management and advertising resources": p. [291]-298 -- Includes bibliographical references and index |
| Beschreibung: | XIV, 306 S. Ill., graph. Darst. |
| ISBN: | 0814406815 |
Internformat
MARC
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| 264 | 1 | |a New York |b American Management Association |c 2003 | |
| 300 | |a XIV, 306 S. |b Ill., graph. Darst. | ||
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| 338 | |b nc |2 rdacarrier | ||
| 500 | |a "Online brand management and advertising resources": p. [291]-298 -- Includes bibliographical references and index | ||
| 650 | 4 | |a Brand name products |x Management | |
| 650 | 4 | |a Branding (Marketing) | |
| 650 | 4 | |a Trademarks |x Design | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010197170&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-010197170 | ||
Datensatz im Suchindex
| _version_ | 1804129819434156032 |
|---|---|
| adam_text | Foreword vii
Acknowledgments *
Introduction xi
Part One
INTRODUCTION TO BRAND MANAGEMENT 1
Chapter 1
The Importance of Brands 3
Chapter 2
Understanding the Language of Branding 5
Chapter 3
Brand Management Process: An Overview 15
Part Two
DESIGNING THE BRAND 21
Chapter 4
Understanding the Consumer 23
iv / Contents
Chapter 5
Understanding the Competition 34
Chapter 6
Brand Design 37
Chapter 7
Brand Identity Standards and Systems 61
Part Three
BUILDING THE BRAND 75
Chapter 8
Driving the Consumer from Brand Awareness to Brand
Insistence 77
Chapter 9
Brand Advertising 95
Chapter 10
Nontraditional Marketing Approaches That Work 118
Chapter 11
Brand Building on the Internet 137
Chapter 12
Developing a Brand Building Organization 167
Chapter 13
Integrated Brand Marketing 181
Chapter 14
Creating the Total Brand Experience 185
Part Four
LEVERAGING THE BRAND 193
Chapter 15
Brand Extension 195
Chapter 16
Global Branding 205
Part Five
BRAND METRICS 213
Chapter 17
Brand Research 215
Contents / v
Chapter 18
Brand Equity Measurement 227
Part Six
OTHER BRAND MANAGEMENT CONSIDERATIONS 243
Chapter 19
How Organization Age and Size Affect Brand Management Issues 245
Chapter 20
Legal Issues in Brand Management 250
Part Seven
BRAND MANAGEMENT: A SUMMARY 261
Chapter 21
Common Brand Problems 263
Chapter 22
Twenty Keys to Success in Brand Building: A Summary 271
Part Eight
APPENDIXES 281
Appendix A
Brand Audits 283
Appendix B
Online Brand Management and Advertising Resources 291
Appendix C
Brand Management Quiz 296
Index 299
|
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| id | DE-604.BV016498182 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T19:11:12Z |
| institution | BVB |
| isbn | 0814406815 |
| language | English |
| lccn | 2003001112 |
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| publisher | American Management Association |
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| spelling | Van Auken, Brad Verfasser aut Brand aid an easy reference guide to solving your toughest branding problems and strengthening your market position Brad VanAuken New York American Management Association 2003 XIV, 306 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier "Online brand management and advertising resources": p. [291]-298 -- Includes bibliographical references and index Brand name products Management Branding (Marketing) Trademarks Design HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010197170&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Van Auken, Brad Brand aid an easy reference guide to solving your toughest branding problems and strengthening your market position Brand name products Management Branding (Marketing) Trademarks Design |
| title | Brand aid an easy reference guide to solving your toughest branding problems and strengthening your market position |
| title_auth | Brand aid an easy reference guide to solving your toughest branding problems and strengthening your market position |
| title_exact_search | Brand aid an easy reference guide to solving your toughest branding problems and strengthening your market position |
| title_full | Brand aid an easy reference guide to solving your toughest branding problems and strengthening your market position Brad VanAuken |
| title_fullStr | Brand aid an easy reference guide to solving your toughest branding problems and strengthening your market position Brad VanAuken |
| title_full_unstemmed | Brand aid an easy reference guide to solving your toughest branding problems and strengthening your market position Brad VanAuken |
| title_short | Brand aid |
| title_sort | brand aid an easy reference guide to solving your toughest branding problems and strengthening your market position |
| title_sub | an easy reference guide to solving your toughest branding problems and strengthening your market position |
| topic | Brand name products Management Branding (Marketing) Trademarks Design |
| topic_facet | Brand name products Management Branding (Marketing) Trademarks Design |
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