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Index
Coverpage Table of Contents Foreword Preface
Overview of the Book How to use the Book
Acknowledgments Introduction: The Power and Challenge of Branding
Branding Defined Does Digital Mean the End of Brands? How Brands Add Value The Modern Challenge for Branding Summary Notes
SECTION ONE Thinking Strategically about Your Brand
CHAPTER 1 Brand Positioning: The Foundation for Building a Strong Brand
The Brand Positioning Statement Sustaining a Brand Position Repositioning a Brand Summary Notes
CHAPTER 2 Leveraging the Power of Brand Purpose
The Case for Purpose Keys to Making the Model Work The Purpose Path to Growth Model in Action Purpose 2.0: What Needs to Be Done Summary Notes
CHAPTER 3 Creating a Powerful Brand Portfolio
Brand Portfolio Strategy Definitions The Power of Brand Portfolios Making Portfolio Decisions Brand Portfolio Models Keys to Success Summary Notes
CHAPTER 4 Competitive Brand Strategies: Creating Pioneer, Fast-Follower, and Late-Mover Advantage
Pioneering Advantage Fast Following: A Different Path to Success Late Movers: Different but Not Disruptive Late Movers: The Power of Innovation Summary Notes
CHAPTER 5 Leading the Brand: Brand Strategy Orchestration and Implementation
Leadership, Implementation, and Branding Pitfalls in Brand Strategy Implementation A Framework for Brand Strategy Orchestration and Implementation Summary Notes
CHAPTER 6 The Three Keys to Building Global Brands with Soul
Finding the Common Threads: Winning with Global Insights Going Glocal: Getting the Right Balance of Global and Local Orchestrating a Global Rollout Success Stories and Challenges Summary
SECTION TWO Bringing Your Brand to Life
CHAPTER 7 Brand Design and Design Thinking
A Design-Thinking Process for Developing a Brand Design The Components of Brand Design Holistic Design Summary Notes
CHAPTER 8 Leveraging Touchpoints in Today’s Branding Environment
What Is a Brand Touchpoint? The Challenge: Exponential Growth of Touchpoints The Customer Journey A Touchpoint-Specific Approach Creating a Customer Journey How to Best Leverage Journeys Summary Notes
CHAPTER 9 Building Strong Connections between Brands and the Self
Introduction The Self Linking the Brand to the Self Pulling it Together: the Motive Matrix Seven Principles for Building Strong Self-Brand Connections Summary Notes
CHAPTER 10 Building Strong Brands through Advertising Strategy in the Online Age
Consumer Insight Creative Strategy: Using Insight to Design Persuasive Messaging The 4Ms of Media Strategy: Transmitting Message Content Summary Notes
CHAPTER 11 Digital Brand Storytelling
The Power of Stories Brand Storytelling Becoming a Brand Storyteller Transmedia Storytelling Summary Notes
CHAPTER 12 Branding Services in the Digital Era
The Unique Dynamics of Branding Services The Digital Transformation of Services Branding and Marketing Building a Powerful Services Brand Summary Notes
SECTION THREE Gaining Insight about Your Brand and Quantifying Its Stature
CHAPTER 13 Digital Transformation and the Evolution of Customer Insights in Brand Building
The Value of the Customer Journey Mindset Elevating Research Methods to Leverage Customer Journey Insights In Practice: How to Ensure that Modern Insights Can Deliver for the Brand Summary Notes
CHAPTER 14 Using Neuroscience to Assess Brands
The Neuroscience Tool Kit Neuroscience and Brand Insight Summary Notes
CHAPTER 15 Measuring Brand Relevance and Health
Brand Measurement Techniques Assessing Brand Health and Defining Brand-Building Strategies Digital Data and the Tracking of Brands Summary Notes
CHAPTER 16 Connecting Marketing and Finance via Brand Value
The Different Worlds of Marketing and Finance Noncost Approaches to the Financial Value of Brands Brand Performance Evaluations The Chain of Accountability Summary Notes
SECTION FOUR Lessons from Brand Leaders
CHAPTER 17 Has Purpose Lost Its Purpose? McDonald’s Defines Its Style of Marketing
The Rise of Purpose The Challenges of Brand Purpose The Challenge of Balance The McDonald’s Culture, Product, and Brand Summary Notes
CHAPTER 18 Ulta Beauty Gets a Branding Makeover
Ulta Beauty’s History Building the Ulta Beauty Brand A Successful Makeover What We Learned Going Forward Summary
CHAPTER 19 Transforming a Historic Brand for a Hyper-Connected World: The John Deere Story
The John Deere Story Introducing ECAP Taking a Marketing-Focused Approach Summary: Results and Looking Ahead
CHAPTER 20 Rebranding an Organization: The Novant Health Story
The Issue: a Fragmented Brand Portfolio Rebranding a Complex Portfolio Lessons Learned Summary
CHAPTER 21 Repositioning a Country Brand: Changing the Conversation about Mexico
The Challenge The Insight: We Needed to Change the Conversation The Plan: A Holistic Approach The Results: Closing the Gap Between Perception and Reality Summary: Five Lessons Learned Notes
CHAPTER 22 Managing Brand Communications in a Digital World
Recommendation 1: Choose Fewer Digital Media Partners and Develop Deep Relationships with Them Recommendation 2: Creative Content Must Work In a Mobile Environment Recommendation 3: Tie Your Metrics for Success to the Medium and to Your Business Goals Summary Notes
CHAPTER 23 Customer Experience: The New Frontier of Branding
Experience: The Heart of a Brand Impact on the Four Ps Hiring for a Customer-Centric World Summary
CHAPTER 24 Brand New: Creating a Brand from Scratch
Four Steps to Creating a Brand that Wins Summary
Index WILEY END USER LICENSE AGREEMENT
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