Perspectives on Branding

Name: Perspectives on Branding
Price: 9.61 USD
Availability: InStock
ISBN: 9781598638721

ISBN-10: 1598638726

ISBN-13: 9781598638721

Edition: 2010

Authors: Genevieve L. Smith, Jason I. Miletsky

List price: $29.99

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Description:

The practice of branding has exploded in importance in recent years and marketers look to increase their brands ability to connect with their audience. But, for all of its importance, there is often much confusion over what branding really is, why its important, and how it should get done. This is particular true in the client/agency relationship, which oftentimes looks at a single branding issue in radically different ways. Perspectives on Branding provides both sides of the branding story. The book tackles branding by providing perspectives on over 100 branding sub-topics in the form of a point/counterpoint style from both the agency and client sides. Readers will gain valuable insight…

Book details

List price: $29.99
Copyright year: 2010
Publisher: Course Technology
Publication date: 3/23/2009
Binding: Paperback
Pages: 276
Size: 6.00" wide x 8.75" long x 0.75" tall
Weight: 1.100
Language: English

Jay Miletsky is an online marketing veteran with more than 20 years of experience. Jay was previously the CEO and founder of Mango Marketing, developing branding strategies for a diverse set of clients including the NBA, Hershey's, JVC, Kraft, and others. Jay is the author of 11 globally distributed books, published by both Pearson Education and Cengage Learning. His titles include Perspectives on Marketing, Perspectives on Branding, and a widely adopted college textbook titled Principles of Internet Marketing.




Understanding The Brand


How is the term +brand+ best defined?


How does your definition of the term +brand+ effect the practical means of marketing a brand?


Is there always a single brand promise, or can one brand have multiple, equally important promises?


What is a brand personality based on + the personality of the founders, the key executives, the key demographic, or something else?



Marketing The Brand


How important is brand recognition to achieving long term success?


Can heavy marketing repair the damaged brand?


What role does the Internet play in brand building, and how has it changed the way marketers communicate a brand?


Is increasing brand recognition within a market a worthwhile marketing goal?