Branding Your Business (Business Success (Kogan Page))

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en Limba Engleză Carte Paperback – 03 Mar 2011
A successful business must create a memorable brand and fix it in the consumer's mind. Branding Your Business helps entrepreneurs do this by explaining the whole branding process in easy-to-follow terms, photos and illustrations. Providing practical help instead of academic theories, it explains what a brand is and what it is not, how to conduct a "DIY" brand audit, and how to use marketing communication and psychological principles to make an impact. 

Based on the theory that a brand is the total perception a customer has about a company, its products, and its services, Branding Your Business reveals what to do to create and manage successful brands.  By focusing on the role emotions and senses play in the decision to make a purchase, author James Hammond enables entrepreneurs to improve profits.
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ISBN-13: 9780749462963
ISBN-10: 0749462965
Pagini: 276
Dimensiuni: 140 x 215 x 17 mm
Greutate: 0.36 kg
Ediția: Revizuită
Editura: Kogan Page
Seria Business Success (Kogan Page)


Acknowledgements viii 
About the author ix 
Introduction 1 

01 Just what is a brand? 6 
Who is the customer? 15 

02 Branding the heart as well as the head 26 
Two pathways to purchasing 29 
How many emotions are there? 31 
Maslow's Hierarchy of Human Needs 36 
Adaptive or supportive emotions - you decide 39 

03 How perception creates emotion 50 
Generating emotions 52 

04 Perception and long-term memory 57 
Reception 57 
Selection 59 
Interpretation 63 
Reaction 65 
Long-term memory 70 

05 Foreground and background 73 

06 Looking like your brand 77 
Creating a visual brand identity 79 
What's in a name? 90 
Use technology to your advantage 91 

07 Your BodyBrand 93 
Visual communication - up close and personal 97 
Seeing eye to eye with your customers 98 
Standing up (or sitting down) for your brand 99 
Handshakes from hell 100 
Give yourself a body check 101 

08 Talking the walk 103 
Speech 104 
Reasons for customer contact 110 

09 Putting your brand on the right track 120 
Audio logos and jingles 112 
Giving customers audio guidance 1l6 
Spatial enhancement 127 

10 The sweet smell of brand success 135 
Smells evoke memories 136 
Singapore girl sensory brand 139 
Defining your brand's smell 140 
Your Brandscent environment 141
Scenting the product or service 143 
Aromatic publicity and promotions 146 
Your personal scent: good or bad idea? 151 
Use scents and aromas with care 153 

11 Branding the taste buds 155 
Getting the edge in food and drink 156 
A tasty non-food business 157 
Sweet ways to brand your business 158 
Taste buds and business tie-ins 161 

12 Brand touch and feel 165 
Gelling in touch with your brand 166 
Bringing your brand to the surface 174 
Branding on the can 176 
Using touch in a service business 178 

13 Building your Brand Halo 186 
The idea behind a Brand Halo 188 
The right parts of your business - but not all parts 189 
Customer-contact timeline 191 
Creating your Brand Reflections 196 
Your Brand Halo 199 

14 Your Brand Halo Handbook 211 
Your choice of contents 212 
A sample page from the Brand Halo Handbook 213 
A handbook for your business - and your people 215 

15 Your Brand Halo Storybook 217 
The need for stories today 218 
Animals do the funniest things…like build strong Brands 221 

16 Creating your Brand Halo Storybook 227 
Your BrandMe Story 228 
Tell your story like you mean it 230 
Your BusinessBrand story 230 
Your PeopleBrand story 234 
Selecting your potential employees 238 
Retaining your people 241 
Your BrandBite 242 
Creating a slogan or strapline 246 

17 Branding and Social media 250 
So who's got it right 251 
Can brands play a part in social media? 255 
The three R's of social media 258 
Points to consider 261 

18 Final thoughts 264 

References 267 
Index 269


"...highly recommended for any community library business collection and anyone who may have to manage a brand." -Midwest Book Review

Notă biografică

James Hammond has over 30 years of experience working in brand management and strategy, consulting for many blue chip organizations, including Virgin, Honda, and EMI. He has created and chaired key European conferences on Customer Care and Managing Change.