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Brand Babble Sense and Nonsense about Branding

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ISBN-10: 0538727144

ISBN-13: 9780538727143

Edition: 2004

Authors: Don E. Schultz, Heidi Schultz

List price: $22.95
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Brand Babble: Sense and Nonsense about Branding is about both the ?good news? and the ?bad news? of branding. And, it?s vitally important to the success of your business. As long-time branding authors, educators, and investigators, the Schultz?s explode an array of myths that have been passing and passed on as ?branding wisdom.? They show that a brand will not rescue a flawed business concept, is not owned by one group or individual, nor does it depend on ?media-by-the-ton? spending. The authors show how every successful brand is the sum of relationships between buyer and seller and explain how marketers best communicate with their customers through an integrated approach that reflects the…    
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Book details

List price: $22.95
Copyright year: 2004
Publisher: Cengage South-Western
Publication date: 12/19/2003
Binding: Hardcover
Pages: 156
Size: 6.00" wide x 9.00" long x 0.75" tall
Weight: 0.880
Language: English

Preface
What Is a Brand?
Who Owns the Brand?
Separating Hula Hoops from Viable Brands
Dogs, Pigeons, Focus Groups, and Other Exotic Brand Research Techniques
Mental Models, S-Curves, and Multi-Tasking
Reification, Abstractionism, Tribal Dances, and Other Mumbo-Jumbo about Brands and Branding
Avoiding the Mental Model Minefields
Magic Words, Mystic Signs, and Other Incomprehensible Incantations
Going Global
Birth Pains and Stretch Marks
Media Planning and Buying--An Arcane Science?
Why Branding Doesn't Take a Ton of Media Spending
Brand Tracking in the Himalayas: Nice to Know, But Not Very Useful as a Brand Measure
Searching for Brand Equity in All the Right Places
Future Babble
Index