| Document Type
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BL
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| Record Number
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1003586
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| Doc. No
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b757956
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| Main Entry
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Miletsky, Jason I.
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| Title & Author
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Perspectives on branding /\ Jason I. Miletsky, Genevieve Smith.
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| Publication Statement
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Boston, Mass. ;London :: Course Learning,, ©2009.
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| Page. NO
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1 online resource (xvi, 276 pages) :: illustrations
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| ISBN
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1598639331
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: 9781598639339
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1598638726
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1598639358
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9781598638721
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| Contents
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""Table of Contents""; ""Introduction""; ""Opening Remarks""; ""Part One: Understanding the Brand""; ""1 How Would You Define a Brand?""; ""2 What Role Does Brand-Building Play in Building a Market?""; ""3 Is There a Difference Between a Brand and a Company? What About Between a Brand and a Product?""; ""4 Is a Brand Simply a Logo? Why or Why Not?""; ""5 Is the Brand Promise Ever Stated Directly in Marketing? Or Is It More of an Intangible Concept?""; ""6 Does a Company�s Mission Statement Help Define the Brand?""; ""7 Does Every Brand Have to Have a Unique Selling Proposition?""
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""15 Does an Audience Find a Brand It Connects With? Or Is a Brand Built with a Specific Audience in Mind?""""16 How Important Is It to Test-Market a Brand Before Launch?""; ""17 What Are the Best Ways to Test-Market a New Brand?""; ""18 What Is the Most Important Element in Building a Brand: Time, Money, or Something Else Entirely?""; ""19 Is Building the Brand More a Matter of Corporate Successor Corporate Survival?""; ""20 In Building a Brand, Is It Important That the Agency Have Experience in the Brand�s Industry?""
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""21 How Important Is It for the Agency and Client to Have the Same Philosophy of Brand-Building?""""22 Should the Agency Build the Brand for the Market, or for the Company That�s Paying Them? Whose Approval Is Most Important?""; ""23 Should You Get Employees� Input While the Brand Is Being Built? Or Is That Just a Nightmare Waiting to Happen?""; ""24 What Is the Difference Between Branding and Marketing?""; ""25 What Are the Core Reasons a Consumer Would Stay Loyal to a Brand?""; ""26 What Are Some of the Steps That All Successful Brand Managers Take?""
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""27 What Are Some of the Common Mistakes Brand Managers Make?""""28 Can a Brand Be Built Without a Large Budget?""; ""29 Can Building a Brand Really Generate Income?""; ""30 Is Brand-Building Just as Important to B2B Companies as It Is to B2C Companies?""; ""31 Do Brand Extensions Further Heighten Awareness, or Just Dilute the Core Brand?""; ""32 How Closely Do Sub-Brands Need to Relate to the Parent Brand?""; ""33 Is a Good Brand Enough to Keep a Brand Alive? Is There Anything the Brand Manager Can Do to Fix a Failing Company?""
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""8 How Would You Describe “Brand Personality�?""""9 Should the Personality of the Brand Reflect the Company Founders and Executives, the Target Market, or Something Else?""; ""10 Are Taglines Important? Why or Why Not?""; ""11 How Important Is a Brand Guide or Style Guide to the Development of a Brand?""; ""12 What Are the Key Components That the Brand Guide Should Include?""; ""13 What Role Do Color, Fonts, and Images Play in Brand Development?""; ""14 The Brand Guide Is Built. Now What?""
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| Subject
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Brand name products, Case studies.
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| Subject
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Brand name products.
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| Subject
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Branding (Marketing)
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Branding (Marketing), Case studies.
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Brand name products.
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| Subject
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Branding (Marketing)
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| Subject
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BUSINESS ECONOMICS-- Advertising Promotion.
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| Dewey Classification
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658.827
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| LC Classification
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HF5415.1255.M55 2009eb
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| Added Entry
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Smith, Genevieve.
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