Basics of branding : : a practical guide for managers / / Jay Gronlund.
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...
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Superior document: | Marketing strategy collection, |
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Place / Publishing House: | New York, New York (222 East 46th Street, New York, NY 10017) : : Business Expert Press,, 2013. |
Year of Publication: | 2013 |
Edition: | First edition. |
Language: | English |
Series: | 2013 digital library.
Marketing strategy collection. |
Online Access: | |
Physical Description: | 1 online resource (x, 194 pages) |
Notes: | Part of: 2013 digital library. |
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(MiAaPQ)5001097920 (Au-PeEL)EBL1097920 (CaPaEBR)ebr10767929 (CaONFJC)MIL513397 (OCoLC)857276857 |
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Gronlund, Jay., author. Basics of branding : a practical guide for managers / Jay Gronlund. First edition. New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2013. 1 online resource (x, 194 pages) text rdacontent computer rdamedia online resource rdacarrier Marketing strategy collection, 2150-9662 Part of: 2013 digital library. Includes bibliographical references (pages 187-188) and index. 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. Access restricted to authorized users and institutions. 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. Title from PDF title page (viewed on September 27, 2013). Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries. Branding (Marketing) basics of branding positioning statement emotional branding consumer insights corporate branding global branding country branding market research creativity ideation innovation model brand names and logos B2B business-to-business value proposition value pricing commoditization marketing and sales alignment silos brand trust social media brand architecture personal branding employer branding brand equity B2C business-to-consumer Electronic books. Print version: 9781606495926 ProQuest (Firm) 2013 digital library. Marketing strategy collection. 2150-9662. https://ebookcentral.proquest.com/lib/oeawat/detail.action?docID=1097920 Click to View |
language |
English |
format |
eBook |
author |
Gronlund, Jay., |
spellingShingle |
Gronlund, Jay., Basics of branding : a practical guide for managers / Marketing strategy collection, 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. |
author_facet |
Gronlund, Jay., |
author_variant |
j g jg |
author_role |
VerfasserIn |
author_sort |
Gronlund, Jay., |
title |
Basics of branding : a practical guide for managers / |
title_sub |
a practical guide for managers / |
title_full |
Basics of branding : a practical guide for managers / Jay Gronlund. |
title_fullStr |
Basics of branding : a practical guide for managers / Jay Gronlund. |
title_full_unstemmed |
Basics of branding : a practical guide for managers / Jay Gronlund. |
title_auth |
Basics of branding : a practical guide for managers / |
title_new |
Basics of branding : |
title_sort |
basics of branding : a practical guide for managers / |
series |
Marketing strategy collection, |
series2 |
Marketing strategy collection, |
publisher |
Business Expert Press, |
publishDate |
2013 |
physical |
1 online resource (x, 194 pages) |
edition |
First edition. |
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. |
isbn |
9781606495933 9781606495926 |
issn |
2150-9662 |
callnumber-first |
H - Social Science |
callnumber-subject |
HF - Commerce |
callnumber-label |
HF5415 |
callnumber-sort |
HF 45415.1255 G763 42013 |
genre |
Electronic books. |
genre_facet |
Electronic books. |
url |
https://ebookcentral.proquest.com/lib/oeawat/detail.action?docID=1097920 |
illustrated |
Not Illustrated |
dewey-hundreds |
600 - Technology |
dewey-tens |
650 - Management & public relations |
dewey-ones |
658 - General management |
dewey-full |
658.827 |
dewey-sort |
3658.827 |
dewey-raw |
658.827 |
dewey-search |
658.827 |
oclc_num |
857276857 |
work_keys_str_mv |
AT gronlundjay basicsofbrandingapracticalguideformanagers |
status_str |
n |
ids_txt_mv |
(MiAaPQ)5001097920 (Au-PeEL)EBL1097920 (CaPaEBR)ebr10767929 (CaONFJC)MIL513397 (OCoLC)857276857 |
hierarchy_parent_title |
Marketing strategy collection, |
is_hierarchy_title |
Basics of branding : a practical guide for managers / |
container_title |
Marketing strategy collection, |
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