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Brand Aid

Brand Aid - 03 edition

ISBN13: 978-0814406816

Cover of Brand Aid 03 (ISBN 978-0814406816)
ISBN13: 978-0814406816
ISBN10: 0814406815
Cover type: Hardback
Edition/Copyright: 03
Publisher: American Management Association
Published: 2003
International: No

List price: $24.95

Brand Aid - 03 edition

ISBN13: 978-0814406816

Brad Vanauken

ISBN13: 978-0814406816
ISBN10: 0814406815
Cover type: Hardback
Edition/Copyright: 03
Publisher: American Management Association

Published: 2003
International: No
Summary

Written by an acknowledged expert with 20 years of experience building world-class brands, Brand Aid is a day-to-day quick-reference guide that provides solutions for the 40 most pressing problems faced by brand managers. This comprehensive, practical how-to guide also gives readers 17 invaluable end-of-chapter checklists to help them assess and advance their own brand management efforts. Succinct and easy-to-read, it features exercises, formulas, case studies, proprietary research findings, and other useful tools -- including a template to help them do a complete brand audit. Brand Aid covers topics ranging from research, positioning, and advertising to brand equity management, legal issues in brand management, and creating a brand-building organization. It includes an overview of the entire brand management and marketing process, as well as in-depth discussions of brand building on the Internet and internal brand building. A treasure trove of techniques, templates, and rules of thumb, Brand Aid is an indispensable roadmap for anyone responsible for building their organization's brand.

Author Bio

Brad VanAuken is the founder and president of BrandForward, Inc.