TAILIEUCHUNG - The essentials of branding

The difference between a brand and branding Most experts define what a brand is in one of two ways. The first set of defifinitions focuses on some of the elements that make up a brand: • “The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.”2 • “A name, sign, or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors. | The essentials of branding from The Big Book of Marketing McGraw-Hill 2010 This PDF is designed to be printed double-sided to help you conserve paper. CONTENTS Introduction 1 The difference between a brand and branding 2 Starting a branding project 4 Start with the right reason 4 Start with the right commitment 4 Start with the right business strategy 5 Start with the right focus Customers 5 Analyze the brand s equity 6 Uncover insights and identify opportunities 7 The brand strategy 8 Defining the brand idea 8 Defining the brand architecture 9 Defining the brand personality 10 Producing the creative brief 12 Creating the brand experience 13 Crafting the verbal identity 13 Designing the visual and sensory identities 15 Testing verbal and visual identities 22 Delivering the brand experience 23 Managing a brand 24 Measuring the performance of a brand 26 Tracking brand strength 26 Measuring brand value 27 Case study BP 30 Delivering the brand .

• Internet Marketing
• international branding
• shareholder value
• brand strategy
• strategic tool
• Leadership model
• marketing managers
• Impact of branding aspects
• Emerging markets of Southeast Asia
• Standardization versus adaptation of brandpromotion
• Central role of branding
• International branding strategy
• International marketing
• Lecture International marketing
• Marketing quốc tế
• Chiếc lược marketing
• Marketing strategies
• Packaging decisions
• Asian brands
• Global strategy
• Developing marketing strategy
• Emerging issues in global marketing
• Global branding
• E business for managers
• Thương mại điện tử
• Internet marketing
• Internet marketing research
• E business advertising
• E business public relations
• Accounting for managers
• Interpreting accounting information
• Business structure
• Recording financial transactions
• The limitations of accounting
• Marketing decisions
• Operating decisions
• international perspective
• football marketing
• football managers
• facility management
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• Argentine football
• Some methodical problems on allocating budget
• Marketing activities of enterprise
• Marketing budgeting in enterprises
• The variables of Marketing Mix
• The marketing managers
• business
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• ebook marketing
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• Marketing performance of small
• Medium sized enterprises in a developing country
• Medium sized enterprises
• Encourage SME managers
• Marketing in the Connected Age
• Online shopping
• Consumer behavior
• Pre purchase stage
• Internet banking
• Marketing and sales managers
• kinh doanh
• tiếp thị
• nghề nghiệp
• Marketing
• chiến lược kinh doanh
• chiến lược marketing
• Business broker
• production management
• philosophy of business
• marketing management
• stock market
• strategic management