O'Reilly logo

Managing Brand YOU: Seven Steps to Creating Your Most Successful Self by Ira Blumenthal, Jerry S. Wilson

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Index
brand essence (continued)
Julie as example of, 103–107
mapping your, 100–103
of Starbucks, 95–97
brand identity, 75–94
and brand essence, 103
building your, 76–77
of Coca-Cola, 77–78
definition of, 58, 75
enhancement of, 209
and gaps, 84–86
and likes/dislikes, 86–89
of L.L. Bean, 94
of Martha Stewart, 92–94
and strengths, 80–84
time balance grid for, 89–92
of Tiger Woods, 78–80
brand image, 57–73
changing nature of, 58–59
definition of, 58
enhancement of, 207
of Gandhi, 64–66
of Johnson & Johnson, 61–62
Julie as example of, 71–72
obtaining feedback on your,
66–70
as scorecard of positioning
strategy, 114
of Volvo, 60–61
of Walt Disney, 62–64
and word choice, 12–13
worksheet for, 70–71
brand imagery, 20
branding
importance of, 1
learning from corporate, 7
personal, 4–5
brand insistence
opportunities for developing,
125–129
path to, 121–123
positioning for, 112
rejection vs., 124–125
Tide as example of, 14
brand intent, 25–29
brand loyalty, 123
brand moment, 16
brand personality, 118–121,
209
brand positioning plan, 133–134
brand promise
in brand relationship formula,
10, 11
and customer loyalty, 14
delivering on, 20
McDonald’s, 16, 17
to target audience, 18
brand rejection, 124–125
brand relationship formula,
10–11
Brand YOU
assessing yourself for, 24–29
importance of building, 3–5
Burger King, 23
Burnett, Leo, on products and
brands, 9
Burns, George, on getting older,
42
Cadillac, 22
Camry, 9
Camus, Albert, on life choices,
155
Carroll, Lewis, on going
somewhere, 31
car shopping, 201–202
catalyst, for change, 5
change
activities worksheet for, 160
responses to, 5, 6
years of, 39
Chick-fil-A, 138–139
226

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required