Building Distinctive Brand Assets

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Sprache: Englisch

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Beschreibung

Building Distinctive Brand Assets is for anyone with a brand logo, font or colour scheme, and is essential reading for those who have wondered if (or have been told) it's time for a change. Readers will learn how to set up a long-term strategy to build a strong brand identity, and how to make use of knowledge, metrics and management systems in order to build and protect a brand's Distinctive Assets.

Building Distinctive Brand Assets is divided into three sections that capture the processes involved in brand asset creation, implementation and ongoing management. The first section is focuses on strategy, and covers how Distinctive Assets are created and their role in a broader brand equity building. The second section covers measurement approaches, and how to use and interpret key metrics. The third section delves into the strengths and weaknesses of different types of assets and introduces the idea of a Distinctive Asset palette. This section also outlines how to set up a Distinctive Asset management system to provide an early warning system to identify potential threats before they evolve into major issues.

Über den Autor

Jenni Romaniuk is a Research Professor and Associate Director (International) of the Ehrenberg-Bass Institute at the University of South Australia Business School.

Inhaltsverzeichnis

Table of Contents
List of Figures
List of Tables
Contributors
Acknowledgments
1. Introduction
2. The formation of a brand identity
3. The role of distinctive assets
4. How distinctive assets help build mental availability
5. How distinctive assets help build physical availability
6. Using distinctive assets to signal meaning
7. The corporate, parent, sub-brand hierarchy
8. Measuring asset strength
9. Metrics: Fame
10. Metrics: Uniqueness
11. Metrics: The Grid
12. Types of distinctive assets
13. Colour as an asset
14. The Power of Sound
15. Taglines and other words
16. The celebrity dilemma
17. Keeping relevant (in a changing world)
Bibliography

Details

Erscheinungsjahr:	2018
Fachbereich:	Werbung & Marketing
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Buch
Inhalt:	Gebunden
ISBN-13:	9780190311506
ISBN-10:	0190311509
Sprache:	Englisch
Einband:	Gebunden
Autor:	Romaniuk, Jenni
Hersteller:	Oxford University Press
Verantwortliche Person für die EU:	Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße:	236 x 159 x 20 mm
Von/Mit:	Jenni Romaniuk
Erscheinungsdatum:	16.05.2018
Gewicht:	0,436 kg