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
Contributor
Author
Provider
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
MiAaPQ
http://library.link/vocab/creatorName
Gronlund, Jay
Index
index present
LC call number
HF5415.1255
LC item number
G763 2013
Literary form
non fiction
Nature of contents
  • dictionaries
  • abstracts summaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
ProQuest Ebook Central
Series statement
Marketing strategy collection,
http://library.link/vocab/subjectName
Branding (Marketing)
Target audience
specialized
Label
Basics of branding : a practical guide for managers, Jay Gronlund
Instantiates
Publication
Note
Part of: 2013 digital library
Bibliography note
Includes bibliographical references (pages 187-188) and index
Carrier category
online resource
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
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
Dimensions
unknown
Edition
First edition.
Extent
1 online resource (x, 194 pages)
Form of item
online
Governing access note
Access restricted to authorized users and institutions
Isbn
9781606495933
Media category
computer
Media MARC source
rdamedia
Sound
unknown sound
Specific material designation
remote
System control number
  • (OCoLC)859338136
  • (CaBNVSL)swl00402761
  • (MiAaPQ)EBC1097920
  • (Au-PeEL)EBL1097920
  • (CaPaEBR)ebr10767929
  • (CaONFJC)MIL513397
  • (OCoLC)857276857
Label
Basics of branding : a practical guide for managers, Jay Gronlund
Publication
Note
Part of: 2013 digital library
Bibliography note
Includes bibliographical references (pages 187-188) and index
Carrier category
online resource
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
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
Dimensions
unknown
Edition
First edition.
Extent
1 online resource (x, 194 pages)
Form of item
online
Governing access note
Access restricted to authorized users and institutions
Isbn
9781606495933
Media category
computer
Media MARC source
rdamedia
Sound
unknown sound
Specific material designation
remote
System control number
  • (OCoLC)859338136
  • (CaBNVSL)swl00402761
  • (MiAaPQ)EBC1097920
  • (Au-PeEL)EBL1097920
  • (CaPaEBR)ebr10767929
  • (CaONFJC)MIL513397
  • (OCoLC)857276857

Library Locations

  • African Studies LibraryBorrow it
    771 Commonwealth Avenue, 6th Floor, Boston, MA, 02215, US
    42.350723 -71.108227
  • Alumni Medical LibraryBorrow it
    72 East Concord Street, Boston, MA, 02118, US
    42.336388 -71.072393
  • Astronomy LibraryBorrow it
    725 Commonwealth Avenue, 6th Floor, Boston, MA, 02445, US
    42.350259 -71.105717
  • Fineman and Pappas Law LibrariesBorrow it
    765 Commonwealth Avenue, Boston, MA, 02215, US
    42.350979 -71.107023
  • Frederick S. Pardee Management LibraryBorrow it
    595 Commonwealth Avenue, Boston, MA, 02215, US
    42.349626 -71.099547
  • Howard Gotlieb Archival Research CenterBorrow it
    771 Commonwealth Avenue, 5th Floor, Boston, MA, 02215, US
    42.350723 -71.108227
  • Mugar Memorial LibraryBorrow it
    771 Commonwealth Avenue, Boston, MA, 02215, US
    42.350723 -71.108227
  • Music LibraryBorrow it
    771 Commonwealth Avenue, 2nd Floor, Boston, MA, 02215, US
    42.350723 -71.108227
  • Pikering Educational Resources LibraryBorrow it
    2 Silber Way, Boston, MA, 02215, US
    42.349804 -71.101425
  • School of Theology LibraryBorrow it
    745 Commonwealth Avenue, 2nd Floor, Boston, MA, 02215, US
    42.350494 -71.107235
  • Science & Engineering LibraryBorrow it
    38 Cummington Mall, Boston, MA, 02215, US
    42.348472 -71.102257
  • Stone Science LibraryBorrow it
    675 Commonwealth Avenue, Boston, MA, 02445, US
    42.350103 -71.103784
Processing Feedback ...