Бренд-помощь

by Brad VanAuken, Брэд Ванэкен

Огромное число весьма солидных, надежных брендов с трудом пробивают себе дорогу, добиваясь приемлемых, но отнюдь не впечатляющих успехов вследствие своей неспособности выделиться на фоне конкурентов. В чем проблема?
Многие путают брендинг с маркетингом, управление брендом с управлением товаром, а идентичность бренда - со слоганами и рекламными кампаниями. Книга "Бренд-помощь" призвана помочь разобраться именно с этими вопросами. Данное практическое руководство поможет создать вашему бренду безошибочную и уважаемую идентичность на переполненном рынке. "Бренд-помощь" предлагает реальные решения самых общих и трудноразрешимых задач, с которыми сталкиваются как новые, так и устоявшиеся бренды.

Genres: Business

336 pages, Hardcover

First published July 7, 2003

About the author

Previously the head of brand management and marketing for Hallmark Cards, Brad VanAuken is a world-renown branding expert. He consults with clients globally, has lectured at numerous universities and is frequently interviewed by the media and quoted in publications. He wrote the Brand Aid, an all-time best-selling brand book per BookAuthority and his blog, www.BrandingStrategySource.com, was named one of the top 50 branding blogs by feedspot, a leading RSS reader. In 2008 and 2009, Invesp identified him as one of the top 100 marketers. He has been quoted and cited in hundreds of academic papers and journal articles. Brad was awarded the Big Pencil Award by Writers & Books, Rochester’s literary center. His personal library has more than 8,000 volumes.

He has a BS from Rensselaer Polytechnic Institute and an MBA from Harvard Business School.

Reviews

[Jeridel Banks · Rating 4 out of 5]

I wanted to understand brands and branding more, and this book helped me understand it all well enough. It was very straightforward with some case studies and specific descriptions of each definition (i.e. brand essence versus brand promise). If you've never taken a marketing or public relations class that covered branding, this is a good starter book.

[Noelle Kulei · Rating 3 out of 5]

marketing and brand development