Building distinctive brand assets
Publication details: Australia Oxford University Press 2018Description: xix, 186 Hard BoundSubject(s): DDC classification:- 658.827/Rom
| Item type | Current library | Call number | Status | Date due | Barcode | Item holds | |
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Reference
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Main Library | 658.827/Rom/35432 (Browse shelf(Opens below)) | Not For Loan | 11135432 |
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| 658.827 / RIE / 4636 11 IMMUAIBLE LAWS OF INTERNET BRANDING: | 658.827 / RIV / 2995 DIFFERENTIATE OR DIE:SURVIVAL IN OUR ERA OF KILLER COMPETITION | 658.827 / ROL / 11744 ASIAN BRAND STRATEGY:HOW ASIA BULIDS STRONG BRANDS | 658.827/Rom/35432 Building distinctive brand assets | 658.827/Rom/Sha/32848 How Brands Grow: Part 2: Emerging Markets, Services, Durables, New and Luxury Brands | 658.827/Ros Branding basics for small business: how to create an irresistible brand on any budget | 658.827/Sag/34507 Brand management |
Table of Contents
List of Figures
List of Tables
Contributors
Acknowledgments
1. Introduction
2. The formation of a brand identity
3. The role of distinctive assets
4. How distinctive assets help build mental availability
5. How distinctive assets help build physical availability
6. Using distinctive assets to signal meaning
7. The corporate, parent, sub-brand hierarchy
8. Measuring asset strength
9. Metrics: Fame
10. Metrics: Uniqueness
11. Metrics: The Grid
12. Types of distinctive assets
13. Colour as an asset
14. The Power of Sound
15. Taglines and other words
16. The celebrity dilemma
17. Keeping relevant (in a changing world)
Bibliography
Building Distinctive Brand Assets is for anyone with a brand logo, font or colour scheme, and is essential reading for those who have wondered if (or have been told) it's time for a change. Readers will learn how to set up a long-term strategy to build a strong brand identity, and how to make use of knowledge, metrics and management systems in order to build and protect a brand's Distinctive Assets.
Building Distinctive Brand Assets is divided into three sections that capture the processes involved in brand asset creation, implementation and ongoing management. The first section is focuses on strategy, and covers how Distinctive Assets are created and their role in a broader brand equity building. The second section covers measurement approaches, and how to use and interpret key metrics. The third section delves into the strengths and weaknesses of different types of assets and introduces the idea of a Distinctive Asset palette. This section also outlines how to set up a Distinctive Asset management system to provide an early warning system to identify potential threats before they evolve into major issues.
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