A fun and humorous introductory book that helps readers to begin to make sense of brands - what they are, what they do, why and how - through theory made enjoyable by plenty of current examples.
A fun and humorous introductory book that helps readers to begin to make sense of brands - what they are, what they do, why and how - through theory made enjoyable by plenty of current examples.
Stephen Brown is Professor of Marketing Research at Ulster University, UK. He has written numerous books including Fail Better, Free Gift Inside and Wizard: Harry Potter's Brand Magic, the last of which was translated into twelve languages. Once described as 'the Antichrist of marketing', his articles have appeared in the Journal of Marketing, the Journal of Consumer Research and theHarvard Business Review, among many others. A life-long jogger, who believes Nike is second to none, he writes comic novels in his spare time.
Inhaltsangabe
INTRODUCTION Chapter 1: The Rudiments of Branding PART I: COMPONENTS Chapter 2: Brand Names Matter Chapter 3: Emblems, Slogans, Mascots and More Chapter 4: Brands Tell Stories PART II: COMMANDMENTS Chapter 5: Brands are Living Things Chapter 6: Consumers Beware Chapter 7: Brand Management Chapter 8: Expanding the Brand PART III: CONSTRAINTS Chapter 9: The Brand Stops Here Chapter 10: The Dark Side of the Brand Chapter 11: Pop Goes the Brand CONCLUSION Chapter 12: The Brand Finale
INTRODUCTION Chapter 1: The Rudiments of Branding PART I: COMPONENTS Chapter 2: Brand Names Matter Chapter 3: Emblems, Slogans, Mascots and More Chapter 4: Brands Tell Stories PART II: COMMANDMENTS Chapter 5: Brands are Living Things Chapter 6: Consumers Beware Chapter 7: Brand Management Chapter 8: Expanding the Brand PART III: CONSTRAINTS Chapter 9: The Brand Stops Here Chapter 10: The Dark Side of the Brand Chapter 11: Pop Goes the Brand CONCLUSION Chapter 12: The Brand Finale
INTRODUCTION Chapter 1: The Rudiments of Branding PART I: COMPONENTS Chapter 2: Brand Names Matter Chapter 3: Emblems, Slogans, Mascots and More Chapter 4: Brands Tell Stories PART II: COMMANDMENTS Chapter 5: Brands are Living Things Chapter 6: Consumers Beware Chapter 7: Brand Management Chapter 8: Expanding the Brand PART III: CONSTRAINTS Chapter 9: The Brand Stops Here Chapter 10: The Dark Side of the Brand Chapter 11: Pop Goes the Brand CONCLUSION Chapter 12: The Brand Finale
INTRODUCTION Chapter 1: The Rudiments of Branding PART I: COMPONENTS Chapter 2: Brand Names Matter Chapter 3: Emblems, Slogans, Mascots and More Chapter 4: Brands Tell Stories PART II: COMMANDMENTS Chapter 5: Brands are Living Things Chapter 6: Consumers Beware Chapter 7: Brand Management Chapter 8: Expanding the Brand PART III: CONSTRAINTS Chapter 9: The Brand Stops Here Chapter 10: The Dark Side of the Brand Chapter 11: Pop Goes the Brand CONCLUSION Chapter 12: The Brand Finale
Rezensionen
Brown's Ten Commandments of Branding offer a concise roadmap of dos and don'ts for brand success! [The book] devotes chapters to the components of brands (logos, names), their roles (they tell stories), their lives (brands are alive!), etc. Along with offering helpful reading lists at the end of each chapter, [and] "brand task" exercises to get you to think about brands from a variety of perspectives. One of my favorite passages is his overview of Robert Cialdini's views on persuasion and how they are relevant to brands. Joe Rydholm
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