Perspectives on branding: [get both sides of the story]
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston, Mass.
Course technology
2009
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Enth.: The agency perspective / Jason I. Miletsky. The brand perspective / Genevieve Smith |
| Beschreibung: | XVI, 276 S. Ill. |
| ISBN: | 9781598638721 1598638726 |
Internformat
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| 245 | 1 | 0 | |a Perspectives on branding |b [get both sides of the story] |
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| 300 | |a XVI, 276 S. |b Ill. | ||
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| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Enth.: The agency perspective / Jason I. Miletsky. The brand perspective / Genevieve Smith | ||
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| 700 | 1 | 2 | |a Smith, Genevieve L. |4 aut |t The brand perspective |
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Datensatz im Suchindex
| _version_ | 1804138931694862336 |
|---|---|
| adam_text | Titel: Perspectives on branding
Autor: Miletsky, Jason I.
Jahr: 2009
Table of Contents
Introduction xiii
Opening Remarks xv
Part One
Understanding the Brand 1
1 How Would You Define a Brand? 2
2 What Role Does Brand-Building Play in Building a Market? 6
3 Is There a Difference Between a Brand and a Company?
What About Between a Brand and a Product? 8
4 Is a Brand Simply a Logo? Why or Why Not? 10
5 Is the Brand Promise Ever Stated Directly in Marketing?
Or Is It More of an Intangible Concept? 12
6 Does a Company s Mission Statement Help Define the Brand? 15
7 Does Every Brand Have to Have a Unique Selling Proposition? 17
8 How Would You Describe Brand Personality ? 19
9 Should the Personality of the Brand Reflect the Company
Founders and Executives, the Target Market, or Something Else? 21
10 Are Taglines Important? Why or Why Not? 23
11 How Important Is a Brand Guide or Style Guide to the
Development of a Brand? 26
12 What Are the Key Components That the Brand Guide
Should Include? 28
13 What Role Do Color, Fonts, and Images Play in Brand
Development? 31
14 The Brand Guide Is Built. Now What? 37
15 Does an Audience Find a Brand It Connects With?
Or Is a Brand Built with a Specific Audience in Mind? 41
16 How Important Is It to Test-Market a Brand Before Launch? 44
17 What Are the Best Ways to Test-Market a New Brand? 48
18 What Is the Most Important Element in Building a Brand:
Time, Money, or Something Else Entirely? 51
19 Is Building the Brand More a Matter of Corporate Successor
Corporate Survival? 54
20 In Building a Brand, Is It Important That the Agency Have
Experience in the Brand s Industry? 56
21 How Important Is It for the Agency and Client to Have
the Same Philosophy of Brand-Building? 59
22 Should the Agency Build the Brand for the Market,
or for the Company That s Paying Them? Whose Approval
Is Most Important? 61
23 Should You Get Employees Input While the Brand Is Being Built?
Or Is That Just a Nightmare Waiting to Happen? 64
24 What Is the Difference Between Branding and Marketing? 68
25 What Are the Core Reasons a Consumer Would Stay Loyal
to a Brand? 71
26 What Are Some of the Steps That All Successful Brand
Managers Take? 74
27 What Are Some of the Common Mistakes Brand Managers Make? 78
28 Can a Brand Be Built Without a Large Budget? 81
29 Can Building a Brand Really Generate Income? 84
30 Is Brand-Building Just as Important to B2B Companies as
It Is to B2C Companies? 86
31 Do Brand Extensions Further Heighten Awareness, or Just
Dilute the Core Brand? 89
32 How Closely Do Sub-Brands Need to Relate to the Parent Brand? 92
33 Is a Good Brand Enough to Keep a Brand Alive? Is There
Anything the Brand Manager Can Do to Fix a Failing Company? 95
34 Do Consumers Really Feel Emotional About Brands?
Or Is That Just Something Marketing Types Like to Say? 98
Part Two
Operationalizing the Brand 101
35 What Are Five Action Points for Early Operationalization
of the Brand? 102
36 Is the Brand Guide a Firm Law? Or Is There Sometimes
Room to Break the Rules? 105
37 With Everything That Needs to Reflect the Brand—from
Letterhead to Building Signs to Internal and External Marketing—
Branding Can Be Expensive. Will a Phased Rollout Work? 107
38 Who s Best to Be the Brand Police? The Company or Its Agency? 110
39 How Do You Rein In Rogue Offenders of the Brand, Such as
Salespeople? 112
40 Beyond Style Guides and Advertising, How Does the Brand
Influence Product Development, Distribution, Channel
Strategy, and Pricing? 114
41 Whose Budget Should Bankroll Branding Efforts? Operations?
Marketing? Should Each Department Contribute Equally?
Or Something Else Entirely? 117
42 What Role Does the Brand Have in Enforcing Service
Standards and Customer Interaction Models? 119
43 How Can Business Processes Support the Brand Promise? 122
44 Certain Departments May Have to Take on the Bad Guy
Role, Such as Legal or Accounting. Do They Also Need to
Reflect Brand Values? Or Are They Immune? 125
45 Should You Define What Living the Brand Is and Hire
People with Those Implied Traits? 127
46 If You Want Employees to Live the Brand,
How Do You Train Them? 130
47 Should There Be a Brand Component in Employee
Compensation Models? 134
48 An Influential—and Effective—Department Manager Doesn t
Get the Purpose of Branding and Isn t Buying Into It. Now What? 137
49 Is There an Ideal Ratio for Dividing Budget Between Internal
and External Audiences? 139
50 Do You Need to Enforce Brand Values to Vendors?
As Long as They re Getting Their Invoices Paid,
Does It Matter What They Think? 142
51 What Is the Role of Brand Through All Consumer Touch Points?
How Do You Have the Brand Live at All Touch Points? 144
52 Is It Possible to Make Customers Advocates of the Brand?
If Yes, How? 147
Part Three
Marketing the Brand 149
53 How Do You Determine the Best Strategic Position for the Brand? 150
54 Can a Brand Campaign Include a Call to Action? 153
55 What s the Main Focus of a Brand Campaign: Personality,
Promise, Image, USP, or Something Else Entirely? 155
56 What Are the Most Effective Ways of Getting Consumers
Involved with the Brand? 158
57 How Does Brand Advertising Differ from Direct Advertising? 160
58 Do Brands Need to Be Marketed Differently Depending on
Their Stage of Life? For Example, Do New Brands Need to Be
Handled Differently from Weil-Established Brands? 163
59 How Does the Marketing Strategy Get Built? 166
60 Is Television Necessary for Building a Brand? 169
61 How Has the Internet Changed the Way Brands Get Marketed? 172
62 Should Brand Strategies for Internet Marketing and Traditional
Marketing Be Separate or Integrated? 177
63 Is Blogging Good for the Brand? Or Is It Too Dangerous? 179
64 What s the Role of PR in Establishing and Promoting a Brand? 185
65 Can You Brand Yourself Out of a PR Crisis? 188
66 Can B2B Companies, Which Typically Don t Use Mass Media,
Market Their Brand? 190
67 There s a Limited Budget. Now What? 194
Part Four
Brand Evaluation and Evolution 199
68 The Campaign s Done. Brand Recognition Increased,
but Sales Are Flat. Was the Campaign a Success? 200
69 Can Branding Campaigns Have Short-Term Goals, or Is
Branding Always a Long-Term Effort? 204
70 What s the Best Way to Measure the ROI of a Branding
Campaign? Is It Even Possible to Measure? 206
71 Is Increased Traffic to a Web Site Enough to Determine
That a Brand Has Been Marketed Successfully? 208
72 Has Web 2.0 Forced Brands to Be More Transparent
as to What They re Really About? 211
73 What Changes First: the Brand or the Market? 213
74 When the Market Loses Trust in the Brand,
Can It Ever Be Regained? 216
75 Does the Brand Evolve Over Time, at Specific Points in Time,
or Never? 219
76 Should Your Brand Change in Reaction to Actions
Your Competitors Have Taken? 222
77 What Would Be Considered Small, Incremental Steps in
Evolving a Brand (as Opposed to Large Sweeping Changes)? 224
78 The Old Brand Manager Is Out and the New Brand Manager Is In.
Is That a Good Enough Reason to Radically Change the Brand? 226
79 When Is It Time to Give the Brand a Complete Makeover? 228
80 When Is It Too Late to Give the Brand a Complete Makeover? 231
81 The Decision Has Been Made to Redo the Brand Completely.
What s Next? 234
82 The Brand Has a Bad Reputation in the Marketplace.
Is That the Client s Fault or the Agency s? 237
83 Can Creating a New Brand Name and Image Erase
Negative Consumer Impressions About a Brand? 239
Part Five
Just for Fun 241
84 Are You Loyal to Any Particular Brands? Why? 242
85 Which Brands Just Seem to Get It? 245
86 Are There Any Brands That You Just Don t Like, Strictly
Based on the Brand Personality? 249
87 Which Brands Currently Are in Need of a Severe Makeover? 252
88 What s Your Best Personal Experience in Building a Brand? 255
89 What s Your Worst Personal Experience in Building a Brand? 257
90 If You Could Take the Helm of Any Brand in the Market,
Which Would You Choose and Why? 259
Closing Remarks 263
Index 265
|
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| title | Perspectives on branding [get both sides of the story] |
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| title_auth | Perspectives on branding [get both sides of the story] |
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| title_fullStr | Perspectives on branding [get both sides of the story] |
| title_full_unstemmed | Perspectives on branding [get both sides of the story] |
| title_short | Perspectives on branding |
| title_sort | perspectives on branding get both sides of the story |
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| topic_facet | Markenpolitik Fallstudiensammlung |
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