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Book Number   000093992
Dewey Call No.   658.827 G876B 2013
Record Format   Monograph
  Printed language
ISBN   Link9781606495926 2380 Baht
Main Entry   LinkGronlund, Jay.
Title   LinkBasics of branding : a practical guide for managers / Jay Gronlund.
Edition   1st ed.
Imprint   New York : Business Expert Press, 2013.
Descr.   x, 194 p. :  ill. ;  24 cm.
Series   ( Marketing strategy collection )
Bibliogr.   Includes bibliographical references (pages 187-188) and index.
Contents   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.
Subject - Lib.Cong.   LinkBranding (Marketing)
Holdings   All items

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