Brand Aid
"Written by an acknowledged expert with 20 years of experience building world-class brands, Brand Aid is a day-to-day quick-reference guide that provides solutions for the 22 most pressing problems faced by brand managers. This comprehensive, practical how-to guide also gives readers 17 invaluable end-of-chapter checklists to help them assess and advance their own brand management efforts. Succinct and easy-to-read, it features exercises, formulas, case studies, proprietary research findings,...
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Branding consultant VanAuken presents advice on brand management in the form of textual explanation, brief case studies, and checklists. He organizes the material into sections that deal with brand design, building the brand, brand leveraging, and research and measurement. Annotation ©2003 Book News, Inc., Portland, OR Entrepreneur It's great to have a strong brand customers love and are happy to pay a premium for, but when a brand gets overextended, underadvertised, overpriced or develops other problems, few entrepreneurs know what to do. In Brand Aid, author and marketing consultant Brad VanAuken goes a long way toward remedying these problems...[Brand Aid is] a significant addition to the brand marketing library.
ForewordAcknowledgmentsIntroductionPt. 1Introduction to Brand Management1Ch. 1The Importance of Brands3Ch. 2Understanding the Language of Branding5Ch. 3Brand Management Process: An Overview15Pt. 2Designing the Brand21Ch. 4Understanding the Consumer23Ch. 5Understanding the Competition34Ch. 6Brand Design37Ch. 7Brand Identity Standards and Systems61Pt. 3Building the Brand75Ch. 8Driving the Consumer from Brand Awareness to Brand Insistence77Ch. 9Brand Advertising95Ch. 10Nontraditional Marketing Approaches That Work118Ch. 11Brand Building on the Internet137Ch. 12Developing a Brand-Building Organization167Ch. 13Integrated Brand Marketing181Ch. 14Creating the Total Brand Experience185Pt. 4Leveraging the Brand193Ch. 15Brand Extension195Ch. 16Global Branding205Pt. 5Brand Metrics213Ch. 17Brand Research215Ch. 18Brand Equity Measurement227Pt. 6Other Brand Management Considerations243Ch. 19How Organization Age and Size Affect Brand Management Issues245Ch. 20Legal Issues in Brand Management250Pt. 7Brand Management: A Summary261Ch. 21Common Brand Problems263Ch. 22Twenty Keys to Success in Brand Building: A Summary271Pt. 8AppendixesApp. ABrand Audits283App. BOnline Brand Management and Advertising Resources291App. CBrand Management Quiz296Index299
\ From the Publisher"Entrepreneur: ""It’s great to have a strong brand customers love and are happy to pay a premium for, but when a brand gets overextended, underadvertised, overpriced or develops other problems, few entrepreneurs know what to do. In Brand Aid, author and marketing consultant Brad VanAuken goes a long way toward remedying these problems...Brand Aid is a significant addition to the brand marketing library.""\ Midwest Book Review: ""Of all the books I’ve read on marketing and branding, this one is the shining star! I’ll also go out on a limb and assert that it’s one of the best books I’ve seen published by AMACOM.""\ BookViews.com: ""Quite possibly the best book I have seen on the topic of creating and maintaining a ‘brand’ is Brad VanAuken’s Brand Aid. It will prove to be a powerful resource to anyone wrestling with the challenge of the entire process of building a high-impact brand and trouble-shooting the issues that come with it. If you want your company to become the next Nike, Disney or Absolut, this is the one book you want to read. And then read again!""\ PoolOnline.com: ""Brand Aid] is immensely readable and even entertaining with a plethora of examples of problems faced by well-known brands. It is an eye-opener into the tactics of ‘spammers’ and can even help you to understand why you computer behaves in certain ways when a Web site operator has built in features that attract you to the site but also keep you there when you want to leave.""\ MarketingSherpa.com: ""It's [Brand Aid] terrific. It's packed with useful research data and checklists on everything from how to write an agency brief to 22 reasons why great brands decline.""\ Quirkís Marketing Research Review: ""My desk has been home to a bumper crop of worthwhile new books on brands and branding for the past several months.A standout in the group is Brand Aid by Brad VanAuken, which offers an almost encyclopedic look at every step in the brand process.Highly recommended.""\ Journal of Product and Brand Management: ""If you are a beginner in the world of branding, you will find Brand Aid an enjoyable and helpful read to get you started. For a seasoned brand manager, Brand Aid will prove itself to be a source of fresh ideas and new ways of thinking."""\ \ \ \ \ \ Quirk Marketing Research ReviewMy desk has been home to a bumper crop of worthwhile new books on brands and branding for the past several months?.A standout in the group is Brand Aid by Brad VanAuken, which offers an almost encyclopedic look at every step in the brand process?.Highly recommended.\ \ \ EntrepreneurIt's great to have a strong brand customers love and are happy to pay a premium for, but when a brand gets overextended, underadvertised, overpriced or develops other problems, few entrepreneurs know what to do. In Brand Aid, author and marketing consultant Brad VanAuken goes a long way toward remedying these problems...[Brand Aid is] a significant addition to the brand marketing library.\ \ \ \ \ MarketingSherpa.comIt's [Brand Aid] terrific. It's packed with useful research data and checklists on everything from how to write an agency brief to 22 reasons why great brands decline.\ \ \ \ \ Publishers WeeklyWhat makes a Mercedes a Mercedes or a Coke a Coke? Popular brand names like these are more than just products. They're symbols that capture a wide range of ideas and emotions, thanks to the efforts of marketing masters like VanAuken, former director of brand management for Hallmark. VanAuken has distilled his enormous practical knowledge about the theory and practice of brand management into this smart but problematic volume. The book is packed with information and good ideas-so many, in fact, that it is virtually an encyclopedia of brand marketing dos and don'ts. Most of the material is presented as a densely compressed series of bullet points-often with 10 or more points to a page-which lack clear continuity. The result is a book composed largely of lists-easy to browse, but hard to read. This wouldn't matter if the book were truly effective as an "easy reference guide," but the lack of a technical glossary limits its usefulness in that area as well. While certainly a valuable resource for marketing professionals, this is more a collection of brilliant fragments than a practical road map for executives out to make their product a household name like IBM or McDonald's. (July 29) Copyright 2003 Reed Business Information.\ \
