The Resource Basics of branding : a practical guide for managers, Jay Gronlund., (ebook)

Basics of branding : a practical guide for managers, Jay Gronlund., (ebook)

Label
Basics of branding : a practical guide for managers
Title
Basics of branding
Title remainder
a practical guide for managers
Statement of responsibility
Jay Gronlund.
Creator
Contributor
Author
Subject
Genre
Language
eng
Summary
Smart 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
Member of
Cataloging source
MiAaPQ
http://library.link/vocab/creatorName
Gronlund, Jay
Dewey number
658.827
Index
index present
LC call number
HF5415.1255
LC item number
G763 2013
Literary form
non fiction
Nature of contents
  • dictionaries
  • abstracts summaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
NC Live eBook Central
Series statement
Marketing strategy collection,
http://library.link/vocab/subjectName
Branding (Marketing)
Target audience
specialized
Label
Basics of branding : a practical guide for managers, Jay Gronlund., (ebook)
Link
https://ebookcentral.proquest.com/lib/cmlibrary-ebooks/detail.action?docID=1097920
Instantiates
Publication
Note
Part of: 2013 digital library
Bibliography note
Includes bibliographical references (pages 187-188) and index
Carrier category
online resource
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type MARC source
rdacontent
Contents
1. What is branding really about? -- A classic, ubiquitous misunderstanding of "branding" -- So what really is "branding"? -- Summary -- 2. The positioning statement, emotions, and brand equity -- A simple tool, but a must for branding -- The emotional side of branding -- The ultimate: brand equity -- 3. Branding applications -- Corporate branding -- Employer branding -- Personal branding -- Global branding -- Country branding -- 4. Building strong brands -- A market-driven success -- Market research for brand development, the basics -- Innovation and idea generation for brand building -- Brand names, logos, symbols, and taglines -- Growth from brand/line extensions -- 5. Branding in the B2B world, new opportunities -- Building strong customer loyalty -- A more compelling value proposition -- How value pricing can prevent perceptions of "commoditization" -- Marketing and sales alignment, breaking down silos -- Why emotion is critical for B2B brand marketing -- 6. Marketing today: branding for digital marketing and social media -- Transformative shifts in the marketplace, consumer tastes and media -- How the internet has changed the way consumers buy -- The rise of "content marketing" -- Importance of integrated marketing -- How the role of "marketing" is changing in corporations -- Impact on branding -- Five issues to determine whether/how to market your brand in social media -- Conclusion: 20 key principles for developing strong brands -- Notes -- References -- Index
Dimensions
unknown
Edition
First edition.
Extent
1 online resource (x, 194 pages)
Form of item
online
Governing access note
Access restricted to authorized users and institutions
Isbn
9781606495933
Isbn Type
(e-book)
Media category
computer
Media MARC source
rdamedia
Note
Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.
Sound
unknown sound
Specific material designation
remote
System control number
  • EBC1097920
  • (OCoLC)859338136
  • (CaBNVSL)swl00402761
  • (MiAaPQ)EBC1097920
  • (Au-PeEL)EBL1097920
  • (CaPaEBR)ebr10767929
  • (CaONFJC)MIL513397
  • (OCoLC)857276857
Label
Basics of branding : a practical guide for managers, Jay Gronlund., (ebook)
Link
https://ebookcentral.proquest.com/lib/cmlibrary-ebooks/detail.action?docID=1097920
Publication
Note
Part of: 2013 digital library
Bibliography note
Includes bibliographical references (pages 187-188) and index
Carrier category
online resource
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type MARC source
rdacontent
Contents
1. What is branding really about? -- A classic, ubiquitous misunderstanding of "branding" -- So what really is "branding"? -- Summary -- 2. The positioning statement, emotions, and brand equity -- A simple tool, but a must for branding -- The emotional side of branding -- The ultimate: brand equity -- 3. Branding applications -- Corporate branding -- Employer branding -- Personal branding -- Global branding -- Country branding -- 4. Building strong brands -- A market-driven success -- Market research for brand development, the basics -- Innovation and idea generation for brand building -- Brand names, logos, symbols, and taglines -- Growth from brand/line extensions -- 5. Branding in the B2B world, new opportunities -- Building strong customer loyalty -- A more compelling value proposition -- How value pricing can prevent perceptions of "commoditization" -- Marketing and sales alignment, breaking down silos -- Why emotion is critical for B2B brand marketing -- 6. Marketing today: branding for digital marketing and social media -- Transformative shifts in the marketplace, consumer tastes and media -- How the internet has changed the way consumers buy -- The rise of "content marketing" -- Importance of integrated marketing -- How the role of "marketing" is changing in corporations -- Impact on branding -- Five issues to determine whether/how to market your brand in social media -- Conclusion: 20 key principles for developing strong brands -- Notes -- References -- Index
Dimensions
unknown
Edition
First edition.
Extent
1 online resource (x, 194 pages)
Form of item
online
Governing access note
Access restricted to authorized users and institutions
Isbn
9781606495933
Isbn Type
(e-book)
Media category
computer
Media MARC source
rdamedia
Note
Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.
Sound
unknown sound
Specific material designation
remote
System control number
  • EBC1097920
  • (OCoLC)859338136
  • (CaBNVSL)swl00402761
  • (MiAaPQ)EBC1097920
  • (Au-PeEL)EBL1097920
  • (CaPaEBR)ebr10767929
  • (CaONFJC)MIL513397
  • (OCoLC)857276857

Library Locations

  • Beatties Ford Road RegionalBorrow it
    2412 Beatties Ford Road, Charlotte, NC, 28216, US
    35.2676379 -80.8555409
  • Charlotte Mecklenburg LibraryBorrow it
    310 N Tryon St., Charlotte, NC, 28202, US
    35.2285169 -80.839928
  • CorneliusBorrow it
    21105 Catawba Avenue, Cornelius, NC, 28031, US
    35.4833296 -80.8663023
  • DavidsonBorrow it
    119 South Main Street, Davidson, NC, 28036, US
    35.498441 -80.8505028
  • Hickory GroveBorrow it
    5935 Hickory Grove Road, Charolette, NC, 28215, US
    35.2229798 -80.730329
  • ImaginOnBorrow it
    300 East Seventh Street, Charlotte, NC, 28202, US
    35.2269427 -80.8398527
  • Independence RegionalBorrow it
    6000 Conference Drive, Charlotte, NC, 28212, US
    35.1764837 -80.757611
  • Main LibraryBorrow it
    310 North Tryon Street, Charlotte, NC, 28202, US
    35.2285213 -80.8421167
  • MatthewsBorrow it
    230 Matthews Station St., Matthews, NC, 28105, US
    35.1160092 -80.720516
  • Mint HillBorrow it
    6840 Matthews - Mint Hill Road, Mint Hill, NC, 28227, US
    35.1717049 -80.6610649
  • Morrison RegionalBorrow it
    7015 Morrison Boulevard, Charlotte, NC, 28211, US
    35.1517093 -80.8250892
  • Mountain IslandBorrow it
    4420 Hoyt Galvin Way, Charlotte, NC, 28214, US
    35.3350873 -80.9625991
  • Myers ParkBorrow it
    1361 Queens Road, Charlotte, NC, 28207, US
    35.1964537 -80.8295867
  • North County RegionalBorrow it
    16500 Holly Crest Lane, Huntersville, NC, 28078, US
    35.4406879 -80.8661493
  • Plaza MidwoodBorrow it
    1623 Central Avenue, Charlotte, NC, 28205, US
    35.2206234 -80.8132445
  • ScaleybarkBorrow it
    101 Scaleybark Road, Charlotte, NC, 28209, US
    35.1890888 -80.8773791
  • South County RegionalBorrow it
    5801 Rea Road, Charlotte, NC, 28277, US
    35.086541 -80.8137402
  • Steele CreekBorrow it
    13620 Steele Creek Road, Charlotte, NC, 28273, US
    35.1067994 -80.9910789
  • Sugar CreekBorrow it
    NC, US
  • University City RegionalBorrow it
    4045 North Tryon Street, Suite A, Charlotte, NC, 28206, US
    35.2575219 -80.7997242
  • West BoulevardBorrow it
    2157 West Boulevard, Charlotte, NC, 28208, US
    35.2111493 -80.8983269
Processing Feedback ...