TY  - BOOK
AU  - McGurk,Brian
TI  - Stand out!!: the secrets of branding for a new generation 
T2  - Digital and social media marketing and advertising collection,
SN  - 9781637421246
AV  - HF5415 .S736 2021
KW  - Branding (Marketing)
KW  - Corporate culture
KW  - Ideals (Psychology)
KW  - Strategic planning
KW  - Market share
KW  - Brand
KW  - Branding
KW  - Brand valuation
KW  - Brand strategy
KW  - Millennials
KW  - Gen Z
KW  - Employer branding
KW  - Brand identity
KW  - Brand culture
KW  - Social media
KW  - Digital marketing
KW  - Brand communication
KW  - Living the brand
KW  - Brand development
KW  - Brand equity
KW  - Brand values
KW  - Creativity
KW  - Design
KW  - Brand experience
KW  - Brand image
KW  - Brand implementation
KW  - Brand leadership
KW  - Brand performance
KW  - Brand planning
KW  - Brand principles
KW  - Brand proposition
KW  - iPhone
KW  - Qualitative research
KW  - Talent retention
KW  - Electronic books
N1  - 1 (pages 131-133) and index; 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; 2; b; Also available in printing
N2  - 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
UR  - https://go.openathens.net/redirector/ciu.edu?url=https://portal.igpublish.com/iglibrary/search/BEPB0001158.html
ER  -