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 six most powerful sources of brand differentiation
Five elements that trigger brand insistence
Turning brand strategy into advertising
Private label brands
Creating "category of one" brands
Social responsibility, sustainability, and storytelling
Sixty nontraditional marketing techniques
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.
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