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Chapter
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1
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Introduction
to Branding
What is the role of branding in the modern world of business?
This chapter considers the changing nature of branding, including:
current debate about the role of brands; the world's most
valuable brands.
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2
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Definition
of Terms: What is a Brand?
Most people can name examples of brands, but the precise meaning
of the concept is more difficult. This chapter examines some
of the classic definitions of brand. It includes: the common
characteristics brands share; types of brand.
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3
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The
Evolution of Brands
The modern idea of a brand has its roots in ancient history.
This chapter examines how the concept of the brand has evolved.
It includes: the introduction of the classical concept of
the "product brand"; where we are now in the evolution of
branding.
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4
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The
E-Dimension: E-Branding
Branding on the Internet presents new challenges for e-marketers.
This chapter explores the key issues, including: the invisibility
of the online brand; the transparency of markets; creating
trust online.
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5
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The
Global Dimension
"One world, one brand" has become a marketing mantra. But
is the global brand a good idea? This chapter discusses the
challenges of building and sustaining a global brand. These
include: the rise of the global brand; reasons for going global;
building a global brand; case study: McDonald's; think local;
act local.
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6
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The
State of the Art
Brand theory is constantly evolving. So what are today's hot
topics in branding? This chapter explores current trends,
including: corporate branding; branding inside the organization;
the role of the CEO; brand custodianship.
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7
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In
Practice: Branding Success Stories
What are the secrets of creating a great brand? This chapter
explains how Intel, Toyota, Virgin, and Coca-Cola have managed
to create some of the greatest brands of all time. It includes
case studies of: Intel's "Intel inside" strategy; Coca-Cola;
Virgin; Toyota.
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8
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Key
Concepts and Thinkers
Branding has its own language. Get to grips with the lexicon
of brands through the Express Exec branding glossary
in this chapter, which also covers: key concepts; key thinkers.
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9
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Resources
Countless words have been written about the subject of branding.
This chapter identifies the best branding resources: Websites;
books and articles on branding.
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10
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Ten
Steps to Making Branding Work
Brand theory is one thing; putting it into practice another.
This final chapter provides some key insights into creating
and sustaining a brand in today's business environment, covering
the following steps: own minds, not products; dare to be different;
fall in love ("brandlove"); put a price on the brand; make
your brand a corporate touchstone; know your place; get continuous
feedback; find brand partners; protect your brand; nurture
the brand.
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