000			01125nam a22001457a 4500
020			_a9781400235506
082			_a657 B728 B _b401061
100			_aBrad Vanauken
245			_aBrand Aid
250			_a2nd ed.
260			_aUK _bHarper Collins Leadership _c2015
500			_aBrand managers, marketers, and executives have long turned to the trusted principles in Brand Aid to troubleshoot their branding problems. A catchy business name and a smart logo may get you a few clicks, but to create a sustaining image for your organization and build continual success will require the perfect branding statement. The essence of an organization begins with establishing its brand; therefore, it is essential to get it right. With over 30 years of experience building world-class brands, branding expert Brad Vanauken covers topics ranging from research and positioning to brand equity management and architecture strategy. This invaluable guide has collected illuminating case studies, best practices, and the latest research to offer invaluable advice on every aspect of brand management,
505			_a
942			_cBK
999			_c84588 _d84588