Building Distinctive Brand Assets
This book is for anyone with a brand.
It is a book about future-proofing your brand’s identity. It will help you set up a long-term strategy to build your Distinctive Assets, and give you tips on how to protect them.
You’ll learn which branding strategies work, and which don’t, so you can take advantage of opportunities and avoid minefields.
Building Distinctive Brand Assets explores strategy, tactics and insights from a wide range of asset types including celebrities, taglines, jingles and advertising based assets. Combining academic rigour and practical advice, this is a book you will return to again and again, as you face the ongoing challenges of today’s branding environment.
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How Brands Grow Part 2
Following the success of international bestseller How Brands Grow: what marketer’s don’t know comes a new book that takes readers further on a journey to smarter, evidence-based marketing.
This book is about fundamentals of buying behaviour and brand performance – fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity.
How Brands Grow Part 2 offers practical insights on:
- building Mental Availability,
- assessing the strength of your brand’s Distinctive Assets
- building a framework to underpin your brand’s Physical Availability strategy
- smart ways to look at word of mouth
- the sort of advertising needed to attract new brand buyers
A must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets. If you’ve ever wondered if word of mouth has more impact in China, if luxury brands break all the rules of marketing or if online shoppers are more loyal to brands or retailers, this book is for you.
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