Branding is more than a great logo. A brand is the essence of an organization--its DNA--impacting its continual success. It is absolutely essential to get it right. Brand managers, marketers, and executives have long turned to this trusted guide to troubleshoot their branding problems. Written by an acknowledged expert with 30 years of experience building world-class brands, Brand Aid covers topics ranging from research and positioning to brand equity management and architecture strategy.
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It has been translated into several languages and is used by business schools throughout the world to teach brand management and marketing. Brand Aid, second edition will be published December SlideShare Explore Search You.
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Published in: Marketing. Full Name Comment goes here. Are you sure you want to Yes No. Syed Maaz at Deloitte. No Downloads. Views Total views. Actions Shares. Embeds 0 No embeds. No notes for slide. And then read again! A brand is the essence of an organization—its DNA—impacting its continual success. It is absolutely essential to get it right. Brand managers, marketers, and executives have long turned to this trusted guide to troubleshoot their branding problems.
Written by an acknowledged expert with 30 years of experience building world-class brands, Brand Aid covers topics ranging from research and positioning to brand equity management and architecture strategy. No matter what size your organization or how great your brand expertise, this book can provide a point of reference and new insights. This is an indispensable tool for all marketers.
Apply what you learn to your brand building activities and watch the value of your brand and bottom line increase. Many are short and focus on only a few aspects of the complex process of building and nurturing a brand.
With Brand Aid, Brad VanAuken has pulled it all together in one of the most comprehensive books ever written on the subject. If you work in marketing, read it. If not, make sure your marketing team has. Brand Aid should really be named Brands for Dummies.
Excellent refresher for the most seasoned marketer and a great introduction for those new to the field. In this, it is quite unlike any other plus books on brand that I have read.
When that happens, Brad VanAuken will have done the marketplace a great service. Your book is concise and is an excellent teaching tool for the first-time and experienced brand manager.
This book should become required reading for all business leaders responsible for driving the growth of their organizations. This book could very well become the "Bible" for branding now and in the future.
I would give it 5- plus stars. It will prove to be a powerful resource to anyone wrestling with the challenge of the entire process of building a high-impact brand and trouble-shooting the issues that come with it. If you want your company to become the next Nike, Disney or Absolut, this is the one book you want to read.
Praise for Brand Aid, first edition You will not want to be without this book in your library. Brand Aid is a dense treatise that tries to make the very complicated issue of branding accessible. VanAuken's brand advice is both sound and timely. As such, it is ideal for those who are looking to learn about branding for the first time or for the more experienced practitioner who is looking to improve knowledge in one particular area.
It can help to solve branding problems through its exhaustive but easily understandable analysis of the subject. This is a very useful book for understanding branding and as such will be of interest to anyone involved in marketing generally. Its fluid style and concise treatment of the major issues in creating winning brands makes most other such texts look pedestrian by comparison.
Good place to start if you are still trying to wrap your brain around brand management. A standout in the group is Brand Aid by Brad VanAuken, which offers an almost encyclopedic look at every step in the brand process designing, building, leveraging, managing.
The advice is straightforward, voluminous and informed by experience. VanAuken also includes lengthy checklists at the end of each chapter that help readers assess their own situations and also serve as a good platform for brainstorming. Highly recommended. This book will serve well as not only a quick reference, but also as a step by step tool to creating a branding identity that will stand the test of time. We were looking for a book or resource that would help gather our thoughts into a concise executable plan.
Wow does it feel like this book came through for us. Of all the business, marketing, branding, positioning books I have read, this has to top them all. Every branding concept is thoroughly explained. Not necessarily a book to read cover to cover in a few days, but definitely an invaluable reference guide to keep close and handy by anybody involved in marketing and branding products, services and companies. I like this book that is not only an easy reference guide, but also a comprehensive approach to branding.
The book can stand alone as a Brand teach-in, and require no prior knowledge about branding. The book is also relatively complete and can be used as text book or self-learning Branding book. This book is good. I favor your book over the Kevin Keller text that does not do in pages even half what your text does in fraction of the pages.
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Brand Aid, 2nd Edition