TY  - BOOK
AU  - Funk,David
AU  - Levis,Anne Marie
TI  - Conscious branding /David Funk and Anne Marie Levis
T2  - Marketing strategy collection,
SN  - 9781606490594
AV  - HD .C667 2009
PY  - 2009///
CY  - [New York, N.Y. (222 East 46th Street, New York, NY 10017)
PB  - Business Expert Press
KW  - Branding (Marketing)
KW  - Business names
KW  - Brand name products
KW  - Brand
KW  - Branding
KW  - Brand building
KW  - Brand Map
KW  - Brand foundation
KW  - Marketing
KW  - Marketing communications (position, personality, promise)
KW  - Unique brand components
KW  - Brand experience
KW  - Brand distribution
KW  - Identity
KW  - Naming
KW  - TOMA (top of mind awareness)
KW  - Brand structure
KW  - Market research
N1  - 2; 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
N2  - 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
UR  - https://go.openathens.net/redirector/ciu.edu?url=https://portal.igpublish.com/iglibrary/search/BEPB0000019.html
ER  -