Coverart for item
The Resource Basics of branding : a practical guide for managers, Jay Gronlund

Basics of branding : a practical guide for managers, Jay Gronlund

Label
Basics of branding : a practical guide for managers
Title
Basics of branding
Title remainder
a practical guide for managers
Statement of responsibility
Jay Gronlund
Creator
Author
Subject
Language
eng
Summary
Smart branding is essential for success, yet it is often misunderstood. Developing a brand that is relevant, distinct, and emotionally compelling can be very difficult for many managers, mainly because they don't realize exactly what and how much goes into this branding process. This book will explain this process
Member of
Cataloging source
NYBEP
http://library.link/vocab/creatorName
Gronlund, Jay
Dewey number
658.827
Index
index present
LC call number
HF5415.1255
LC item number
G763 2013
Literary form
non fiction
Nature of contents
  • dictionaries
  • abstracts summaries
  • bibliography
Series statement
Marketing strategy collection,
http://library.link/vocab/subjectName
  • Branding (Marketing)
  • BUSINESS & ECONOMICS
  • BUSINESS & ECONOMICS
  • BUSINESS & ECONOMICS
  • BUSINESS & ECONOMICS
  • Branding (Marketing)
Target audience
  • adult
  • specialized
Label
Basics of branding : a practical guide for managers, Jay Gronlund
Instantiates
Publication
Note
  • Title from PDF title page (viewed September 27, 2013)
  • Part of: 2013 digital library
Bibliography note
Includes bibliographical references (pages 187-188) and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
1. What is branding really about? -- A classic, ubiquitous misunderstanding of "branding" -- So what really is "branding"? -- Summary -- 2. The positioning statement, emotions, and brand equity -- A simple tool, but a must for branding -- The emotional side of branding -- The ultimate: brand equity -- 3. Branding applications -- Corporate branding -- Employer branding -- Personal branding -- Global branding -- Country branding -- 4. Building strong brands -- A market-driven success -- Market research for brand development, the basics -- Innovation and idea generation for brand building -- Brand names, logos, symbols, and taglines -- Growth from brand/line extensions -- 5. Branding in the B2B world, new opportunities -- Building strong customer loyalty -- A more compelling value proposition -- How value pricing can prevent perceptions of "commoditization" -- Marketing and sales alignment, breaking down silos -- Why emotion is critical for B2B brand marketing -- 6. Marketing today: branding for digital marketing and social media -- Transformative shifts in the marketplace, consumer tastes and media -- How the internet has changed the way consumers buy -- The rise of "content marketing" -- Importance of integrated marketing -- How the role of "marketing" is changing in corporations -- Impact on branding -- Five issues to determine whether/how to market your brand in social media -- Conclusion: 20 key principles for developing strong brands -- Notes -- References -- Index
Control code
859338136
Edition
First edition.
Extent
1 online resource (1 PDF (x, 194 pages)).
Form of item
online
Isbn
9781299821460
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
http://library.link/vocab/ext/overdrive/overdriveId
513397
Specific material designation
remote
System control number
(OCoLC)859338136
Label
Basics of branding : a practical guide for managers, Jay Gronlund
Publication
Note
  • Title from PDF title page (viewed September 27, 2013)
  • Part of: 2013 digital library
Bibliography note
Includes bibliographical references (pages 187-188) and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
1. What is branding really about? -- A classic, ubiquitous misunderstanding of "branding" -- So what really is "branding"? -- Summary -- 2. The positioning statement, emotions, and brand equity -- A simple tool, but a must for branding -- The emotional side of branding -- The ultimate: brand equity -- 3. Branding applications -- Corporate branding -- Employer branding -- Personal branding -- Global branding -- Country branding -- 4. Building strong brands -- A market-driven success -- Market research for brand development, the basics -- Innovation and idea generation for brand building -- Brand names, logos, symbols, and taglines -- Growth from brand/line extensions -- 5. Branding in the B2B world, new opportunities -- Building strong customer loyalty -- A more compelling value proposition -- How value pricing can prevent perceptions of "commoditization" -- Marketing and sales alignment, breaking down silos -- Why emotion is critical for B2B brand marketing -- 6. Marketing today: branding for digital marketing and social media -- Transformative shifts in the marketplace, consumer tastes and media -- How the internet has changed the way consumers buy -- The rise of "content marketing" -- Importance of integrated marketing -- How the role of "marketing" is changing in corporations -- Impact on branding -- Five issues to determine whether/how to market your brand in social media -- Conclusion: 20 key principles for developing strong brands -- Notes -- References -- Index
Control code
859338136
Edition
First edition.
Extent
1 online resource (1 PDF (x, 194 pages)).
Form of item
online
Isbn
9781299821460
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
http://library.link/vocab/ext/overdrive/overdriveId
513397
Specific material designation
remote
System control number
(OCoLC)859338136

Library Locations

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      400 West 14th Street, Rolla, MO, 65409, US
      37.955220 -91.772210
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