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Basics of Branding by Jay Gronlund

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Contents

Preface

Chapter 1

What Is Branding Really About?

A Classic, Ubiquitous Misunderstanding of “Branding”

So What Really Is “Branding”?

Summary

Chapter 2

The Positioning Statement, Emotions, and Brand Equity

A Simple Tool, but a Must for Branding

The Emotional Side of Branding

The Ultimate: Brand Equity

Chapter 3

Branding Applications

Corporate Branding

Employer Branding

Personal Branding

Global Branding

Country Branding

Chapter 4

Building Strong Brands103

A Market-Driven Success

Market Research for Brand Development—The Basics

Innovation and Idea Generation for Brand Building

Brand Names, Logos, Symbols, and Taglines

Growth from Brand/Line Extensions

Chapter 5    

Branding in the B2B World—New Opportunities

1. Building Strong ...

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