LEADER 04581nam 2200949 450 001 9910822046003321 005 20230126203318.0 010 $a1-60649-593-3 035 $a(CKB)2550000001113541 035 $a(EBL)1097920 035 $a(OCoLC)857276857 035 $a(SSID)ssj0001097107 035 $a(PQKBManifestationID)11601106 035 $a(PQKBTitleCode)TC0001097107 035 $a(PQKBWorkID)11029662 035 $a(PQKB)11612119 035 $a(OCoLC)859338136 035 $a(CaBNVSL)swl00402761 035 $a(Au-PeEL)EBL1097920 035 $a(CaPaEBR)ebr10767929 035 $a(CaONFJC)MIL513397 035 $a(iGPub)BEPB0000191 035 $a(CaSebORM)9781606495926 035 $a(MiAaPQ)EBC1097920 035 $a(EXLCZ)992550000001113541 100 $a20130927d2013 fy 0 101 0 $aeng 135 $aurun|---||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aBasics of branding $ea practical guide for managers /$fJay Gronlund 205 $aFirst edition. 210 1$aNew York, New York (222 East 46th Street, New York, NY 10017) :$cBusiness Expert Press,$d2013. 215 $a1 online resource (208 pages) 225 1 $aMarketing strategy collection,$x2150-9662 300 $aPart of: 2013 digital library. 311 $a1-60649-592-5 311 $a1-299-82146-4 320 $aIncludes bibliographical references (pages 187-188) and index. 327 $a1. 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. 330 3 $aSmart branding is essential for success, yet it is often misunderstood. Developing a brand that is relevant, distinct, and emotionally compelling can be very difficult for many managers, mainly because they don't realize exactly what and how much goes into this branding process. This book will explain this process. 410 0$a2013 digital library. 410 0$aMarketing strategy collection.$x2150-9662. 606 $aBranding (Marketing) 610 $abasics of branding 610 $apositioning statement 610 $aemotional branding 610 $aconsumer insights 610 $acorporate branding 610 $aglobal branding 610 $acountry branding 610 $amarket research 610 $acreativity 610 $aideation 610 $ainnovation model 610 $abrand names and logos 610 $aB2B 610 $abusiness-to-business 610 $avalue proposition 610 $avalue pricing 610 $acommoditization 610 $amarketing and sales alignment 610 $asilos 610 $abrand trust 610 $asocial media 610 $abrand architecture 610 $apersonal branding 610 $aemployer branding 610 $abrand equity 610 $aB2C 610 $abusiness-to-consumer 615 0$aBranding (Marketing) 676 $a658.827 700 $aGronlund$b Jay.$01618839 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910822046003321 996 $aBasics of branding$93950790 997 $aUNINA