Basics of Branding

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 ...