000			04548nam a2200817 i 4500
001			10767929
003			CaPaEBR
005			20241023114830.0
006			m eo d
007			cr cn |||m|||a
008			130927s2013 nyu foab 001 0 eng d
020			_a9781606495933 _qe-book
035			_a(OCoLC)859338136
035			_a(CaBNVSL)swl00402761
040			_aCaBNVSL _beng _erda _cCaBNVSL _dCaBNVSL
050		4	_aHF5415.1255
100	1		_aGronlund, Jay., _eauthor.
245	1	0	_aBasics of branding : _ba practical guide for managers / _cJay Gronlund.
250			_aFirst edition.
264		1	_aNew York, New York (222 East 46th Street, New York, NY 10017) : _bBusiness Expert Press, _c[(c)2013.]
300			_a1 online resource (x, 194 pages)
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_adata file _2rda
490	1		_aMarketing strategy collection, _x2150-9662
500			_aPart of: 2013 digital library.
504			_aIncludes bibliographical references (pages 187-188) and index.
505	0		_a1. What is branding really about? -- _tA classic, ubiquitous misunderstanding of "branding" -- _tSo what really is "branding"? -- _tSummary -- _t2. The positioning statement, emotions, and brand equity -- _tA simple tool, but a must for branding -- _tThe emotional side of branding -- _tThe ultimate: brand equity -- _t3. Branding applications -- _tCorporate branding -- _tEmployer branding -- _tPersonal branding -- _tGlobal branding -- _tCountry branding -- _t4. Building strong brands -- _tA market-driven success -- _tMarket research for brand development, the basics -- _tInnovation and idea generation for brand building -- _tBrand names, logos, symbols, and taglines -- _tGrowth from brand/line extensions -- _t5. Branding in the B2B world, new opportunities -- _tBuilding strong customer loyalty -- _tA more compelling value proposition -- _tHow value pricing can prevent perceptions of "commoditization" -- _tMarketing and sales alignment, breaking down silos -- _tWhy emotion is critical for B2B brand marketing -- _t6. Marketing today: branding for digital marketing and social media -- _tTransformative shifts in the marketplace, consumer tastes and media -- _tHow the internet has changed the way consumers buy -- _tThe rise of "content marketing" -- _tImportance of integrated marketing -- _tHow the role of "marketing" is changing in corporations -- _tImpact on branding -- _tFive issues to determine whether/how to market your brand in social media -- _tConclusion: 20 key principles for developing strong brands -- _tNotes -- _tReferences -- _tIndex.
506			_aAccess restricted to authorized users and institutions.
520	3		_aSmart 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.
530			_a2 _ub
530			_aAlso available in printing.
538			_aMode of access: World Wide Web.
538			_aSystem requirements: Adobe Acrobat reader.
588			_aTitle from PDF title page (viewed on September 27, 2013).
650		0	_aBranding (Marketing)
653			_abasics of branding
653			_apositioning statement
653			_aemotional branding
653			_aconsumer insights
653			_acorporate branding
653			_aglobal branding
653			_acountry branding
653			_amarket research
653			_acreativity
653			_aideation
653			_ainnovation model
653			_abrand names and logos
653			_aB2B
653			_abusiness-to-business
653			_avalue proposition
653			_avalue pricing
653			_acommoditization
653			_amarketing and sales alignment
653			_asilos
653			_abrand trust
653			_asocial media
653			_abrand architecture
653			_apersonal branding
653			_aemployer branding
653			_abrand equity
653			_aB2C
653			_abusiness-to-consumer
655		0	_a[genre]
776	0	8	_iPrint version: _z9781606495926
830		0	_a2013 digital library.
830		0	_aMarketing strategy collection. _x2150-9662
856	4	0	_uhttps://go.openathens.net/redirector/ciu.edu?url=https://portal.igpublish.com/iglibrary/search/BEPB0000191.html
942			_2lcc _bCIU _cOB _eBEP _QOL _zBEP10767929
999			_c72749 _d72749
902			_c1 _dCynthia Snell