TY  - BOOK
AU  - Gronlund,Jay
TI  - Basics of branding: a practical guide for managers 
T2  - Marketing strategy collection,
SN  - 9781606495933
AV  - HF5415.1255 
PY  - 2013///.]
CY  - New York, New York (222 East 46th Street, New York, NY 10017)
PB  - Business Expert Press
KW  - Branding (Marketing)
KW  - basics of branding
KW  - positioning statement
KW  - emotional branding
KW  - consumer insights
KW  - corporate branding
KW  - global branding
KW  - country branding
KW  - market research
KW  - creativity
KW  - ideation
KW  - innovation model
KW  - brand names and logos
KW  - B2B
KW  - business-to-business
KW  - value proposition
KW  - value pricing
KW  - commoditization
KW  - marketing and sales alignment
KW  - silos
KW  - brand trust
KW  - social media
KW  - brand architecture
KW  - personal branding
KW  - employer branding
KW  - brand equity
KW  - B2C
KW  - business-to-consumer
KW  - [genre]
N1  - Part of: 2013 digital library; Includes bibliographical references (pages 187-188) and index; 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; Access restricted to authorized users and institutions; 2; b; Also available in printing
N2  - Smart branding is essential for success, yet it is often misunderstood. Developing a brand that is relevant, distinct, and emotionally compelling can be very difficult for many managers, mainly because they don't realize exactly what and how much goes into this branding process. This book will explain this process
UR  - https://go.openathens.net/redirector/ciu.edu?url=https://portal.igpublish.com/iglibrary/search/BEPB0000191.html
ER  -