Conscious branding /David Funk and Anne Marie Levis.

Includes bibliographies and index.

Introduction: three objectives -- Chapter 1. The importance of brands -- Chapter 2. Brand confusion -- Chapter 3. The three lessons of conscious branding -- Chapter 4. The context of brand -- Chapter 5. The brand map -- Chapter 6. Building the brand foundation -- Chapter 7. Brand distribution -- Chapter 8. Marketing communications -- Chapter 9. Product/service design -- Chapter 10. Operations -- Chapter 11. Brand structure -- Chapter 12. The other side of the relationship -- Conclusion -- Appendix -- Index.

Conscious Branding is a step-by-step process that enables entrepreneurs to consciously build a differentiating brand using the Brand Map, a simple visual diagram of how brands function throughout an organization. The Brand Map helps managers and staff visualize their brand and demonstrates how they can make their brand real through everything they do. Conscious Branding is targeted to anyone who understands the need to differentiate their organization from competitors. The process works equally well for Fortune 500 companies and local service, manufacturing, and retail businesses. The book takes the reader through a linear process, beginning with building a brand platform and then showing how to maintain a consistent brand through marketing communications, product/service design, and operations.

Mode of access: World Wide Web.

System requirements: Adobe Acrobat reader.

Title from PDF t.p. (viewed on October 13, 2009).