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The Brand Management Checklist: Proven Tools and Techniques for Creating Winning Brands

The Brand Management Checklist: Proven Tools and Techniques for Creating Winning Brands

by Brad Vanauken (Author)

  • Used

    Hardcover 2002

    $3.49
Synopsis

This text offers a complete overview of the brand management process. It shows how the various components of branding come together and work as part of an overall system, covering the entire spectrum of brand issues, including: brand research; brand positioning; brand identity standards and systems; brand equity measurement; brand marketing and advertising; brand extension; global branding; brand legal issues; developing a brand building organization; and brand building on the Internet. Including 15 checklists and 22 non-traditional brand management techniques, the book aims to be free of jargon and a quick day-to-day reference. It provides a variety of techniques, templates, exercises, rules of thumb , facts, information, research findings, cases and examples.

$3.49

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More Information

Format: Hardcover
 Pages: 316
 Publisher: Kogan Page Ltd
Published: Jul 2002
ISBN 10: 0749436999
ISBN 13: 9780749436995

Media Reviews
A comprehensive guide unlike any other on the market today. Apply what you learn to your brand building activities and watch the value of your brand and bottom line increase. Amy Kelm, Worldwide Consumer Brand Development Manager, Hewlett-Packard I've referred to the draft copy you sent so much it's getting dog-eared. Tom Welle, Advertising Director, Potomac Electric Power Company
Author Bio
Brad VanAuken is President of Brandforward Inc, a leading brand management consultancy. With more than 20 years' experience in marketing, previous appointments include Vice President of Marketing at Element K (one of the world's leading e-learning companies) and Director of Brand Management & Marketing at Hallmark Cards where he was responsible for the market positioning of all North American brands. During his tenure, Hallmark's market position rose to 4th in the EquiTrend national quality brand ranking and received the Brand Management of the Year award. Recognized as one of the world's leading experts on brand management and marketing, Brad is a much sought after speaker and writer. A keynote speaker at some 30 major conferences a year, he writes extensively for the business press and academic journals and is quoted in numerous publications. Brandforward's highly acclaimed Cyberbranding StudyTM has received worldwide recognition as addressing the questions most often asked by marketing executives about building and leveraging brands online.