Simon Bailey, Andy Milligan

Myths of Branding

Dispel the Misconceptions and Become a Brand Expert

• Gebundenes Buch

Produktbeschreibung

Debunk the most pervasive myths about the world of branding, with this expert overview that separates the facts from the falsehoods.

Produktdetails

• Business Myths
• Verlag: Kogan Page Ltd
• 2 Revised edition
• Seitenzahl: 264
• Erscheinungstermin: 25. Oktober 2022
• Englisch
• Abmessung: 203mm x 127mm x 22mm
• Gewicht: 462g
• ISBN-13: 9781398608177
• ISBN-10: 1398608173
• Artikelnr.: 63302147

Autorenporträt

Andy Milligan is a leading international branding consultant. He has worked for almost 20 years advising major organizations on strategies for brand building, customer experience and internal culture, and comments regularly in the media on brand issues. He is the co-author of On Purpose and Bold. Simon Bailey is an experienced business leader and brand specialist who advises CEOs on using their brand to drive business growth. He was formerly European CEO of Interbrand and UK CEO of WPP agency the Brand Union. His agencies have twice been awarded 'Agency of the Year' by Marketing Magazine.

Inhaltsangabe

Chapter
01: Myth 1
Brands are just a way of charging you more for the same product; Chapter
02: Myth 2
Once lost, brand trust can never be rebuilt; Chapter
03: Myth 3
A good brand can prop up a bad business; Chapter
04: Myth 4
Technology is diminishing the power of brands; Chapter
05: Myth 5
Branding is just about identity; Chapter
06: Myth 6
Brands don't have any real economic value; Chapter
07: Myth 7
There is no such thing as brand loyalty; Chapter
08: Myth 8
The customer is always right; Chapter
09: Myth 9
It takes large resources and years of effort to build a global brand; Chapter
10: Myth 10
A brand is 'owned' by the marketing department; Chapter
11: Myth 11
Brand purpose is about effective corporate social responsibility; Chapter
12: Myth 12
Customers are seeking a conversation with your brand; Chapter
13: Myth 13
There are no real tools to help you manage your brand; Chapter
14: Myth 14
In certain businesses, brands really don't matter; Chapter
15: Myth 15
Branding has nothing to do with the customer experience; Chapter
16: Myth 16
Branding is all about the product

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• • Chapter - 01: Myth 1 - Brands are just a way of charging you more for the same product;
  • Chapter - 02: Myth 2 - Once lost, brand trust can never be rebuilt;
  • Chapter - 03: Myth 3 - A good brand can prop up a bad business;
  • Chapter - 04: Myth 4 - Technology is diminishing the power of brands;
  • Chapter - 05: Myth 5 - Branding is just about identity;
  • Chapter - 06: Myth 6 - Brands don't have any real economic value;
  • Chapter - 07: Myth 7 - There is no such thing as brand loyalty;
  • Chapter - 08: Myth 8 - The customer is always right;
  • Chapter - 09: Myth 9 - It takes large resources and years of effort to build a global brand;
  • Chapter - 10: Myth 10 - A brand is 'owned' by the marketing department;
  • Chapter - 11: Myth 11 - Brand purpose is about effective corporate social responsibility;
  • Chapter - 12: Myth 12 - Customers are seeking a conversation with your brand;
  • Chapter - 13: Myth 13 - There are no real tools to help you manage your brand;
  • Chapter - 14: Myth 14 - In certain businesses, brands really don't matter;
  • Chapter - 15: Myth 15 - Branding has nothing to do with the customer experience;
  • Chapter - 16: Myth 16 - Branding is all about the product