Branding is more than a great logo. A brand is the essence of an organization-its DNA-impacting its continual success. It is absolutely essential to get it right. Brand managers, marketers, and executives have long turned to this trusted guide to troubleshoot their branding problems. Written by an acknowledged expert with 30 years of experience building world-class brands, Brand Aid covers topics ranging from research and positioning to brand equity management and architecture strategy. Bringing together illuminating case studies, best practices, and the latest research, this edition offers invaluable advice on every aspect of brand management including: The 6 most powerful sources of brand differentiation

5 elements that trigger brand insistence

Turning brand strategy into advertising

Online branding

Private label brands

Creating "category of one" brands

Social responsibility, sustainability, and storytelling

60 nontraditional marketing techniques

Metrics

And more A treasure trove of techniques, templates, and rules of thumb, Brand Aid is the ideal resource for anyone responsible for building their organization's brand.

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