The essential brand book: over 100 techniques to increase brand value

Abstract

Brand communication: Contemporary branding Branding, marketing and the business environment Brand configuration Structuring the brand and the organization Service, retail and trade branding Effective strategies for different sectors Brand media Established communication channels and techniques New media brandsites Strategies for the digital economy. Brand definition: Brand positioning Creating a strong core DNA for a brand Cognitive brand dimensions Defining the rational benefits of a brand Emotional brand dimensions Defining the emotional benefits of a brand. Brand equity: Legal protection Protecting the brand and its expression Financial assets Valuing the brand as a business asset. Brand strategy: Brand planning Strategies for brand revitalization, brand extension and new brand creation Researching consumer behaviour Evaluating the research process and methodologies Corporate brand management The CEOs as brand manager and how to inspire every employee to take responsibility for the brand The future New rules for the new economy.