Stand out!! : the secrets of branding for a new generation /
Brian McGurk.
- First edition.
- 1 online resource (xiii, 146 pages) : illustrations (some color)
- Digital and social media marketing and advertising collection, 2333-8830 .
- Digital and social media marketing and advertising collection. .
Chapter 1. Generation B: generation brand. Gen B and the rise of the brand generation. Generation X ; Generation Y ; Generation Z ; Introducing generation B ; From mobile phone to smartphone: an icon of the gen B era -- Chapter 2. Secrets and lessons from the leading edge. The secrets and lessons of successful branding. Understanding branding ; Planning branding ; Creating branding ; Briefing branding ; Implementing branding ; Internalizing branding -- Chapter 3 What's it worth? Valuing your brand. Why and how to value a brand. The cost approach ; The market approach ; The income approach ; Consumer-based approaches ; Financial-based approaches ; Formulary approaches ; Composite approaches -- Chapter 4. Been there, done that, what next? Brand stewardship Is for the long-haul not the short-play -- Chapter 5. The 9:6:3 guide to brand growth. The principles, truths, and challenges of brand leadership.
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Drawing on three decades of professional experience, this book brings the reader down less traveled paths in the world of branding, challenging current paradigms, uncovering the secrets of brand success, and introducing Generation B-- the true millennials who are today's generation of brand natives. In addition, among its key areas of focus, Stand Out!! reviews the roots of financial brand valuation, explains its rationale, and explores the conditions for brand value growth, introducing the reader to a range of popular valuation methods and broader measurement approaches. The specific forces challenging brand strategy planning today are discussed inthe context of a new world order of diversifying social media platforms and integrated, synchronized, personalized communication. In light of this, Stand Out!! makes the case for ongoing brand stewardship in the life of an organization and concludes with a focus on brand leadership and the key principles, truths, and challenges that influence brand growth and represent governing guidelines for the journey to brand success. This book is a key reference text for anyone interested in brand development, leadership, innovation, and sustainable business growth. Reader understanding and enjoyment are enhanced by ample presentation of supporting tables, charts, case examples, expert tips, real-life experiences, and pull-out quotes, as well as a helpful word wizard glossary at the end of each chapter explaining business terms and expressions used.
Mode of access: World Wide Web. System requirements: Adobe Acrobat reader.