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Brand aid a quick reference guide to solving your branding problems and strengthening your marketing position / Brad VanAuken.
| Author/creator | VanAuken, Brad |
| Format | Electronic |
| Edition | Second edition. |
| Publication Info | New York : Atlantic : AMACOM, [2015] |
| Description | xviii, 332 pages ; 25 cm |
| Supplemental Content | Full text available from Ebook Central - Public Library Complete |
| Subjects |
| Contents | A brand is a friend -- Understanding the language of branding -- Brand management process : an overview -- Understanding the consumer -- Understanding the competition -- Brand design -- Brand identity system and standards -- Driving the consumer from brand awareness to brand insistence -- Brand advertising -- Nontraditional marketing approaches that work -- Online brand building -- Developing a brand building organization -- Integrated brand marketing -- Creating the total brand experience -- Brand extension -- Global branding -- Brand research -- Brand equity measurement -- How organization age and size affect brand management issues -- Legal issues in brand management -- Common brand problems -- Keys to success in brand building: a summary. |
| Bibliography note | Includes bibliographical references and index. |
| Access restriction | Available only to authorized users. |
| Technical details | Mode of access: World Wide Web |
| Genre/form | Electronic books. |
| LCCN | 2014033826 |
| ISBN | 9780814434734 (hardcover) |
| ISBN | 0814434738 (hardcover) |