Conscious branding /
David Funk and Anne Marie Levis.
- First edition.
- 132 pages : illustrations ; 23 cm.
- Marketing strategy collection, 2150-9654 .
- Marketing strategy collection. .
Acknowledgments ix --Introduction: Three Objectives 1 --Chapter 1: The Importance of Brands 5 --Chapter 2: Brand Confusion 9 --Chapter 3: The Three Lessons of Conscious Branding 11 --Chapter 4: The Context of Brand 21 --Chapter 5: The Brand Map 25 --Chapter 6: Building the Brand Foundation 31 --Chapter 7: Brand Distribution 49 --Chapter 8: Marketing Communications 55 --Chapter 9: Product/Service Design 97 --Chapter 10: Operations 105 --Chapter 11: Brand Structure 115 --Chapter 12: The Other Side of the Relationship 119 --Conclusion 125 --Appendix 127.
"Conscious Branding is a step-by-step process that enables entrepreneurs to consciously build a differentiating brand using the Brand Map (TM), a simple visual diagram of how brands function throughout an organization. The Brand Map helps managers and staff visualize their brand and demonstrates how they can make their brand real through everything they do. Conscious Branding is targeted to anyone who understands the need to differentiate their organization from competitors. The process works equally well for Fortune 500 companies and local service, manufacturing and retail businesses. The book takes the reader through a linear process, beginning with building a brand platform and then showing how to maintain a consistent brand through marketing communications, product/service design and operations." http://www.businessexpertpress.com/books/conscious-branding.