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