Brand aid : a quick reference guide to solving your branding problems and strengthening your marketing position /: a quick reference guide to solving your branding problems and strengthening your marketing position. (2015)

• Record Type: Book
• Further Information: Note: Brad VanAuken.
• Authors: VanAuken, Brad
• 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.
• Publisher Details: New York : AMACOM
• Publication Date: 2015
• Extent: 1 online resource
• Subjects: 658.8/27; BUSINESS & ECONOMICS / Development / General; Brand name products -- Management; Branding (Marketing); Trademarks -- Design; BUSINESS & ECONOMICS -- Industrial Management; BUSINESS & ECONOMICS -- Management; BUSINESS & ECONOMICS -- Management Science; BUSINESS & ECONOMICS -- Organizational Behavior; Brand name products -- Management; Branding (Marketing); Trademarks -- Design; BUSINESS & ECONOMICS / Marketing / General; BUSINESS & ECONOMICS / Marketing / Research; Electronic books
• Languages: English
• ISBNs: 9780814434741; 0814434746
• Related ISBNs: 9780814434734; 0814434738
• Notes: Note: Includes bibliographical references and index.; Note: Online resource; title from PDF title page (Ebsco, viewed Jan. 13, 2015).
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.