Myths Of Branding

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Myths of Branding

Author : Simon Bailey
Publisher : Kogan Page Publishers
ISBN 13 : 0749483105
Total Pages : 257 pages
Book Rating : 4.7/5 (494 download)

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Book Synopsis Myths of Branding by : Simon Bailey

Download or read book Myths of Branding written by Simon Bailey and published by Kogan Page Publishers. This book was released on 2019-01-03 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: A brand is just a logo - everyone knows that, don't they? After all, it's not as though a good brand can save a bad business, and besides, the digital revolution is making branding irrelevant... Myths of Branding, written by renowned branding experts Andy Milligan and Simon Bailey, explores the huge number of misguided, mistaken and blatantly false myths that abound in the branding arena. From the belief that developing brands is nothing more than fiddling with logos, to the perception that it's a 'soft' area of marketing that doesn't go beyond visual identity - these myths are all surprisingly entrenched, yet could not be further from the truth. Myths of Branding takes the most up-to-date research and evidence to debunk these popular misconceptions, and replaces them with the reality of what it's really like to work in the world of branding. Jam-packed with entertaining anecdotes and useful information that practitioners can learn from, it guarantees a deeper, sharper understanding of the realities of branding and brand management.

Myths of Branding

Author : Simon Bailey
Publisher : Kogan Page Publishers
ISBN 13 : 1398608165
Total Pages : 265 pages
Book Rating : 4.3/5 (986 download)

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Book Synopsis Myths of Branding by : Simon Bailey

Download or read book Myths of Branding written by Simon Bailey and published by Kogan Page Publishers. This book was released on 2022-10-03 with total page 265 pages. Available in PDF, EPUB and Kindle. Book excerpt: A brand is just a logo - everyone knows that, don't they? After all, it's not as though a good brand can save a bad business, and besides, the digital revolution is making branding irrelevant... Myths of Branding, written by renowned branding experts Andy Milligan and Simon Bailey, explores the huge number of misguided, mistaken and blatantly false myths that abound in the branding arena. From the belief that developing brands is nothing more than fiddling with logos, to the perception that it's a 'soft' area of marketing that doesn't go beyond visual identity and that the customer is always right - these myths are all surprisingly entrenched, yet could not be further from the truth. Myths of Branding uses up-to-date case studies and witty examples to debunk these popular misconceptions, and replaces them with the reality of what it's really like to work in the world of branding. Jam-packed with entertaining anecdotes and useful information that practitioners can learn from, it guarantees a deeper, sharper understanding of the realities of branding and brand management. About the Business Myths series... The Business Myths series tackles the falsehoods that pervade the business world. From leadership and management to social media, strategy and the workplace, these accessible books overturn out-of-date assumptions, skewer stereotypes and put oft-repeated slogans to the test. Entertaining and rigorously researched, these books will equip you with the insight and no-nonsense wisdom you need to succeed.

Myths of Branding

Author : Simon Bailey
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (137 download)

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Book Synopsis Myths of Branding by : Simon Bailey

Download or read book Myths of Branding written by Simon Bailey and published by . This book was released on 2022 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Debunk the most pervasive myths about the world of branding, with this expert overview that separates the facts from the falsehoods. --

How Brands Become Icons

Author : D. B. Holt
Publisher : Harvard Business Press
ISBN 13 : 1422163326
Total Pages : 282 pages
Book Rating : 4.4/5 (221 download)

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Book Synopsis How Brands Become Icons by : D. B. Holt

Download or read book How Brands Become Icons written by D. B. Holt and published by Harvard Business Press. This book was released on 2004-09-15 with total page 282 pages. Available in PDF, EPUB and Kindle. Book excerpt: Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "cultural branding" principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School.

Marketing Myths that are Killing Business

Author : Kevin J. Clancy
Publisher : McGraw Hill Professional
ISBN 13 : 9780070113619
Total Pages : 354 pages
Book Rating : 4.1/5 (136 download)

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Book Synopsis Marketing Myths that are Killing Business by : Kevin J. Clancy

Download or read book Marketing Myths that are Killing Business written by Kevin J. Clancy and published by McGraw Hill Professional. This book was released on 1995 with total page 354 pages. Available in PDF, EPUB and Kindle. Book excerpt: In a brash and brilliant style, two of the world's most renowned marketing consultants open reader's eyes to 170 myths that are killing products, services and brands. They steer readers toward radical change that will snatch them from the jaws of death wish marketing. Illustrations.

Little Brand Book

Author : Kalika Yap
Publisher : HarperCollins
ISBN 13 : 0062956922
Total Pages : 224 pages
Book Rating : 4.0/5 (629 download)

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Book Synopsis Little Brand Book by : Kalika Yap

Download or read book Little Brand Book written by Kalika Yap and published by HarperCollins. This book was released on 2020-04-14 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Do you really know what makes you unique? And how to work it? Own it? Bring it? Well lucky for you, we do. And we have the playbook to show you exactly how to thrive in business, life, and relationships. Take the Brand Boss personality test to reveal your specific archetype and how this acumen applies to your life, your relationships, your career and your company. Are you a Catalyst, Coach or Crusader? Optimist or a Woo-er? Maven or Mastermind? Poet or a Prodigy? Just like there are 12 Astrological Signs, we share the 12 Personality Archetypes and then help you drill down to unlock yours. We’ll also introduce you to female entrepreneurs who embody each particular archetype—an “InfluenceHER”—to personally share their kick-ass success stories and inspire you to unleash your talents, brains, and vision to confidently strike out on your own. Little Brand Book offers support, tools and lessons to help women succeed in business and to create abundance for yourself, your family, your company, your employees and your customers.

The Human Centered Brand

Author : Nela Dunato
Publisher :
ISBN 13 : 9789534817117
Total Pages : 322 pages
Book Rating : 4.8/5 (171 download)

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Book Synopsis The Human Centered Brand by : Nela Dunato

Download or read book The Human Centered Brand written by Nela Dunato and published by . This book was released on 2018-10-04 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: Promote your business with clarity, ease, and authenticity. The Human Centered Brand is a practical branding guide for service based businesses and creatives, that helps you grow meaningful relationships with your clients and your audience. If you're a writer, marketing consultant, creative agency owner, lawyer, illustrator, designer, developer, psychotherapist, personal trainer, dentist, painter, musician, bookkeeper, or other type of service business owner, the methods described in this book will assist you in expressing yourself naturally and creating a resonant, remarkable, and sustainable brand. Read this book to learn: Why conventional branding approaches don't work for service based businesses. How to identify your core values and use them in your business and marketing decisions. Different ways you can make your business unique among all the competition. How to express yourself verbally through your website, emails, articles, videos, talks, podcasts... What makes your "ideal clients" truly ideal, and how to connect with real people who appreciate you as you are. How to craft an effective tagline. What are the most important elements of a visual brand identity, and how to use them to design your own brand. How to craft an exceptional client experience and impress your clients with your professionalism. How your brand relates to your business model, pricing, company culture, fashion style, and social impact. Whether you're a complete beginner or have lots of experience with marketing and design, you'll get new insights about your own brand, and fresh ideas you'll want to implement right away. The companion workbook, checklists, templates, and other bonuses ensure that you not only learn new information, but create a custom brand strategy on your own. Learn more at humancenteredbrand.com

The Brand Mapping Strategy

Author : Karen Tiber Leland
Publisher : Entrepreneur Press
ISBN 13 : 1613083394
Total Pages : 164 pages
Book Rating : 4.6/5 (13 download)

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Book Synopsis The Brand Mapping Strategy by : Karen Tiber Leland

Download or read book The Brand Mapping Strategy written by Karen Tiber Leland and published by Entrepreneur Press. This book was released on 2016-06-20 with total page 164 pages. Available in PDF, EPUB and Kindle. Book excerpt: If You Don’t Define Your Brand, Someone Else Will Define It for You Your small business is a brand. You as a business person are a brand! Imagine using a time-tested,strategic method to build your brandwith best practices for online marketing and more! Brand and marketing strategist Karen Tiber Leland helps entrepreneurs, business owners, CEOs, and executives create a brand by design instead of default, gain greater influence in their industries and companies, and become thought leaders in their fields. The Brand Mapping Strategy uses proven strategies, best practices and anecdotes from real life brand-building successes to give readers the tools they need to design, build, and accelerate a successful brand. Readers will be able to: Develop an overall blueprint for their brand using the Brand Mapping Process® Determine which online tactics (and in what combination) will work for their brand Expand the current brand outreach and contribution to a bigger audience in their industry, community, or the world at large Become a thought or industry leader, using clear positioning, a specific strategy for brand building, and a method for implementation Leverage content effectively and efficiently to build their brand Develop a marketing and social media strategy using the right platform

Brand Against the Machine

Author : John Michael Morgan
Publisher : John Wiley & Sons
ISBN 13 : 1118103521
Total Pages : 224 pages
Book Rating : 4.1/5 (181 download)

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Book Synopsis Brand Against the Machine by : John Michael Morgan

Download or read book Brand Against the Machine written by John Michael Morgan and published by John Wiley & Sons. This book was released on 2011-11-22 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Ditch traditional corporate branding to create a powerful, recognizable brand Brand Against the Machine offers proven and actionable steps for companies and entrepreneurs to increase their brand visibility and credibility, and to create an indispensable brand that consumers can relate to, thus becoming life-long customers. Discover the aspirational currency that makes your brand one that people want to be or want to be friends with. Learn how to be real with your audience and make strategic associations to establish credibility. Brand Against the Machine will help you stand out, get noticed, and be remembered. Brand Against the Machine is the blueprint for how to market your brand to attract better clients and stand out from the clutter that is traditional corporate branding and marketing. Instant Positioning Method: How to instantly stand out from the crowd and position yourself as a resource, not just another service provider The 20/60/20 Rule: Why it's important to take a stand and why it's okay to have haters—because it creates a stronger bond with those who love you Ditch your traditional corporate branding and marketing, and exchange it for something memorable. Your customers will thank you for it.

Myths and Brands in Vocational Education

Author : Anja Heikkinen
Publisher : Cambridge Scholars Publishing
ISBN 13 : 1443883239
Total Pages : 260 pages
Book Rating : 4.4/5 (438 download)

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Book Synopsis Myths and Brands in Vocational Education by : Anja Heikkinen

Download or read book Myths and Brands in Vocational Education written by Anja Heikkinen and published by Cambridge Scholars Publishing. This book was released on 2015-09-18 with total page 260 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book discusses whether certain approaches to (vocational) education have become mythicized and branded, and the reasons for and consequences of this commodification. Additionally, the book also investigates how researchers are contributing to mythicizing and branding in education. Although transnational and comparative studies are increasingly taking into account historical and cultural ideas, is this a result of the exploitation of historical and cultural research for industrial purposes and education export? Educational brands should attract global customers and advertise countries as smart environments for global investments.

The Kids Market

Author : James U. McNeal
Publisher : Paramount Market Publishing
ISBN 13 : 9780967143910
Total Pages : 296 pages
Book Rating : 4.1/5 (439 download)

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Book Synopsis The Kids Market by : James U. McNeal

Download or read book The Kids Market written by James U. McNeal and published by Paramount Market Publishing. This book was released on 1999 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book has three parts: (1) an overview; (2) myths and realities about children as a market (chapters 1-8); and (3) myths and realities about children's responses to marketing behavoiur (chapters 9-21). The first eight chapters describe myths and their realities regarding children as a market segment. I demonstrate the enormous market potential children hold todday is far beyond the penny-candy potential once attributed to them. I characterize children as not one but three markets - a current market spennding their own money on their own wants and needs; an influence market spending mom's and dad's money on their own wants and needs; and a future market for all goods and services. In the third part of the book - chapters 9 through 21 - I detail children's reactions to marketing, specifically, their responses to stores, products, including social products, brands, advertising, promotion, public relations, and packaging." -Preface.

Warp-Speed Branding

Author : Agnieszka Winkler
Publisher : Wiley-Interscience
ISBN 13 :
Total Pages : 248 pages
Book Rating : 4.X/5 (4 download)

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Book Synopsis Warp-Speed Branding by : Agnieszka Winkler

Download or read book Warp-Speed Branding written by Agnieszka Winkler and published by Wiley-Interscience. This book was released on 1999-07-26 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising expert Agnieszka M. Winkler offers an insider's perspective on how technology has changed marketing and advertising. Writing with clarity and confidence, she outlines the steps advertisers and marketers must take to keep pace. She cites high-profile companies like Dell Computers and Amazon as examples of brands that were built in months, not years. These examples illustrate her sometimes complex concepts, and make them more accessible. Unfortunately, she also devotes a large amount of space to what amounts to a commercial for an adverting software application that she's trying to sell. But for readers who can stomach the pitch, getAbstract recommends this book to those who work in marketing, advertising, or related industries, and to those who are making the transition to technology-driven brand building. (Editor's note: TeamToolz, one of the major resources covered in this book, is a pay-for-use service sold by the author.).

Brand Sense

Author : Martin Lindstrom
Publisher : Simon and Schuster
ISBN 13 : 1439172013
Total Pages : 194 pages
Book Rating : 4.4/5 (391 download)

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Book Synopsis Brand Sense by : Martin Lindstrom

Download or read book Brand Sense written by Martin Lindstrom and published by Simon and Schuster. This book was released on 2010-02-02 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: The definitive book on sensory branding, shows how companies appeal to consumers’ five senses to sell products. Did you know that the gratifying smell that accompanies the purchase of a new automobile actually comes from a factory-installed aerosol can containing “new car” aroma? Or that Kellogg’s trademarked “crunch” is generated in sound laboratories? Or that the distinctive click of a just-opened jar of Nescafé freeze-dried coffee, as well as the aroma of the crystals, has been developed in factories over the past decades? Or that many adolescents recognize a pair of Abercrombie & Fitch jeans not by their look or cut but by their fragrance? In perhaps the most creative and authoritative book on how our senses affect our everyday purchasing decisions, global branding guru Martin Lindstrom reveals how the world’s most successful companies and products integrate touch, taste, smell, sight, and sound with startling and sometimes even shocking results. In conjunction with renowned research institution Millward Brown, Lindstrom’s innovative worldwide study unveils how all of us are slaves to our senses—and how, after reading this book, we’ll never be able to see, hear, or touch anything from our running shoes to our own car doors the same way again. An expert on consumer shopping behavior, Lindstrom has helped transform the face of global marketing with more than twenty years of hands-on experience. Firmly grounded in science, and disclosing the secrets of all our favorite brands, Brand Sense shows how we consumers are unwittingly seduced by touch, smell, sound, and more.

Personal Branding

Author : Majken Schultz
Publisher :
ISBN 13 :
Total Pages : 12 pages
Book Rating : 4.:/5 (474 download)

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Book Synopsis Personal Branding by : Majken Schultz

Download or read book Personal Branding written by Majken Schultz and published by . This book was released on 2005 with total page 12 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Smarter Branding Without Breaking the Bank

Author : Brenda Bence
Publisher : eBookIt.com
ISBN 13 : 0982535333
Total Pages : 150 pages
Book Rating : 4.9/5 (825 download)

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Book Synopsis Smarter Branding Without Breaking the Bank by : Brenda Bence

Download or read book Smarter Branding Without Breaking the Bank written by Brenda Bence and published by eBookIt.com. This book was released on 2011-11-07 with total page 150 pages. Available in PDF, EPUB and Kindle. Book excerpt: You already have the resources you need to build a powerhouse brand.If you believe you lack the money, people, time, or ideas to create a thriving brand, think again. In fact, you already have FIVE powerful marketing resources you can use right now to get big-brand results at low cost ... or no cost at all.Step One: Shift your mindset.International branding expert Brenda Bence has created the definitive guide to branding on a tight budget. After years as a mega-brander working across four continents and 50 countries for deep-pocketed consumer giants like Procter & Gamble and Bristol-Myers Squibb, she left the corporate world to start her own business. From scratch — and with almost empty pockets — Brenda used inventive, low-cost methods to build her own international brand that now serves clients in 25 countries with offices in the U.S. and Asia.Based on Brenda's successful low-cost branding workshops that receive rave reviews around the globe, Smarter Branding Without Breaking the Bank is a treasure chest of tips, tools, andtechniques to help SMEs and solo-preneurs achieve similar results at minimal expense.You will:* Learn to leverage five existing assets to create a robust brand marketing plan* Craft a unique and compelling brand positioning using six proven elements* Dispel widely-held branding myths that could be holding you back from success* Apply lessons from dozens of real-world case studies from a variety of businesses* Create a permanent "marketing mindset" for you and your team

Brand Harmony

Author : Steve Yastrow
Publisher : SelectBooks, Inc.
ISBN 13 : 1590792823
Total Pages : 134 pages
Book Rating : 4.5/5 (97 download)

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Book Synopsis Brand Harmony by : Steve Yastrow

Download or read book Brand Harmony written by Steve Yastrow and published by SelectBooks, Inc.. This book was released on 2010-05 with total page 134 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Harmony presents a fresh and revealing approach to branding and explains how companies of all types and sizes can achieve dynamic results by orchestrating their customers' total experience. Brand Harmony is a breakthrough concept that aligns everyone in a company to deliver a powerful, harmonious message to customers.Full of common-sense wisdom, Brand Harmony dispels the myths about branding and shows how companies can successfully create Brand Harmony in the minds of their customers by aligning the entire organization to tell one cumulative story. Brand Harmony takes marketing beyond the marketing department by showing how people throughout an organization need to "be the brand" in order to create comprehensive, company-wide messages that customers will understand and believe. Brand Harmony includes 10 how-to exercises based on Yastrow's proven methods and real-life examples which walk the reader through each stage of the branding process.

Legendary Brands

Author : Laurence Vincent
Publisher : Kaplan
ISBN 13 : 9780793155606
Total Pages : 321 pages
Book Rating : 4.1/5 (556 download)

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Book Synopsis Legendary Brands by : Laurence Vincent

Download or read book Legendary Brands written by Laurence Vincent and published by Kaplan. This book was released on 2002 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: Coke, Martha Stewart, Ralph Lauren and Hallmark engender tremendous devotion, sometimes almost a cult following, among consumers. To create this kind of loyalty, these brands express consistent values and "stories" and, in the process, claim a unique niche in the marketplace. Author Laurence Vincent has been a keen observer and a frontline player in developing the brand stories of so many outstanding companies. In Legendary Brands: Unleashing the Power of Storytelling to Create a Winning Marketing Strategy he applies the theory to specific brand issues. From the frank comments offered by leading brand managers, readers will learn new ways to approach specific marketing problems, as well as innovative solutions to untangle an assortment of thorny branding issues.