Brand Building During COVID What can brands do when people are stuck in their houses and not able to eat out, shop at local shopping centers, go to concerts or do anything else that is not connected to "sheltering in place" and home delivery? And what can brands do when people are laid off, have lost some or all of their income and are watching their retirement nest eggs diminish rapidly as the stock market crashes? Some industries are more likely to thrive in this environment. Consider Zoom, Purell, Clorox and Amazon. But most will struggle, especially as people try to cut back on nonessential household expenses.

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This blog provides practical information on brand research, strategy and positioning. It also covers brand equity measurement, brand architecture, brand extension and other brand management and marketing topics. The substantially revised second edition of the book was published December Hence, I was very keen to get the updated Second Edition to see if he could match my high expectations following the success of the first.

I am delighted to report that this edition is again loaded with highly practical content that has been updated to reflect the changes in customer behavior, digital media and a host of other subjects including brand architecture. Another feature that I like are his generous use of user-friendly checklists and never talking over the heads of readers who may not have MBAs. Importantly, Van Auken is never self serving, like too many authors of marketing-branding books.

This is a book, like the first, that you will always keep close at hand and read over and over again. No matter what size your organization or how great your brand expertise, this book can provide a point of reference and new insights.

This is an indispensable tool for all marketers. Apply what you learn to your brand building activities and watch the value of your brand and bottom line increase. Many are short and focus on only a few aspects of the complex process of building and nurturing a brand.

With Brand Aid, Brad VanAuken has pulled it all together in one of the most comprehensive books ever written on the subject.

If you work in marketing, read it. If not, make sure your marketing team has. Brand Aid should really be named Brands for Dummies. Excellent refresher for the most seasoned marketer and a great introduction for those new to the field. In this, it is quite unlike any other plus books on brand that I have read. When that happens, Brad VanAuken will have done the marketplace a great service. Your book is concise and is an excellent teaching tool for the first-time and experienced brand manager.

This book should become required reading for all business leaders responsible for driving the growth of their organizations.

This book could very well become the "Bible" for branding now and in the future. I would give it 5-plus stars. It will prove to be a powerful resource to anyone wrestling with the challenge of the entire process of building a high-impact brand and trouble-shooting the issues that come with it.

If you want your company to become the next Nike, Disney or Absolut, this is the one book you want to read. And then read again! Brand Aid is a dense treatise that tries to make the very complicated issue of branding accessible. As such, it is ideal for those who are looking to learn about branding for the first time or for the more experienced practitioner who is looking to improve knowledge in one particular area.

It can help to solve branding problems through its exhaustive but easily understandable analysis of the subject. This is a very useful book for understanding branding and as such will be of interest to anyone involved in marketing generally. Its fluid style and concise treatment of the major issues in creating winning brands makes most other such texts look pedestrian by comparison.

Good place to start if you are still trying to wrap your brain around brand management. Dovetails nicely with "Building the Brand Driven Business. A standout in the group is Brand Aid by Brad VanAuken, which offers an almost encyclopedic look at every step in the brand process designing, building, leveraging, managing. The advice is straightforward, voluminous and informed by experience.

VanAuken also includes lengthy checklists at the end of each chapter that help readers assess their own situations and also serve as a good platform for brainstorming. Highly recommended. This book will serve well as not only a quick reference, but also as a step by step tool to creating a branding identity that will stand the test of time.

We were looking for a book or resource that would help gather our thoughts into a concise executable plan. Wow does it feel like this book came through for us. Of all the business, marketing, branding, positioning books I have read, this has to top them all. Every branding concept is thoroughly explained. Not necessarily a book to read cover to cover in a few days, but definitely an invaluable reference guide to keep close and handy by anybody involved in marketing and branding products, services and companies.

I like that this book is not only an easy reference guide, but also a comprehensive approach to branding. The book can stand alone as a Brand teach-in, and require no prior knowledge about branding.

The book is also relatively complete and can be used as a text book or self-learning Branding book. This book is good. Brad provides plenty of his own real life experiences and is very organized with his presentation of the material.

Entertaining and detailed without being an unruly encyclopedia. Many of my PR clients do not understand their "brand" or what branding truly means. I am thrilled to have the second edition in hand, as my guide through the entire branding process, from social media strategies to successful case studies. E Olcott, Amazon. Renfrow, Amazon. A truly unique insight into how branding affects critical business functions such as pricing, product suite, and competitive advantage.

Very impressed, and have already recommended it to friends and family that want to really understand not just branding, but business. Last summer, a brand consultant that I admire very much recommended me your book as a must read. Since then I have read it twice and referred back to it numerous times. I wish to thank you for writing such a practical book enabling me to be better at my job. An ocean of business books exists but yours is one of the best I have read in some time. Thank you for your work!

I feel your book is one of the most practical and valuable books ever written about brands. I love the checklists and remind the students that your book is my graduation gift to them because it is a resource they will find useful every day they are developing, managing or increasing the value of brands.

Simply, your book is a tremendous asset to me and my students. They rave how your content and writing style is so practical, direct and applicable. Furthermore, the cornerstone of the course is a group assignment where the students complete the Brand and Brand Management Audits for an organization of their choice. It should come as an enormous relief, then, that just about all the information you need has been compiled in a single book. Read it: Each chapter of the book includes an exhaustive list of tips, examples, case studies and more.

The content of any given chapter is summarized in a handy, comprehensive checklist you can use to track your own branding efforts. The writing is straightforward, easy to follow and almost entirely devoid of jargon.

Extensive appendices offer many suggestions for further reading as well as useful resources for brand audits and online brand management. However, given the rapidly evolving nature of branding and consumer preferences, you still might consider an update. Pick up a copy, and it will undoubtedly look the same in short order.

Brand Aid functions equally well as a troubleshooter for underperforming, established brands, and as a toolkit for launching new brands destined for legendary status. Learn to build, nurture, and grow a strong brand that inspires people, forges emotional bonds, and moves customers to insist on buying your brand. This book guides you through the entire branding process, from using social media effectively to linking your brand to human needs.

To access their faculty portal to request a review copy, please email harpercollinsleadershipcc harpercollins. They will send you a copy. Brand Aid is available at Amazon. Posted by.


Branding Strategy Source

Cancel anytime. People who bought this also bought The 22 Immutable Laws of Branding By: Al Ries, Laura Ries Narrated by: David Drummond Length: 8 hrs and 8 mins Unabridged 4 out of 5 stars Performance 4 out of 5 stars Story 4 out of 5 stars Smart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, and Heineken, with the signature savvy of marketing gurus Al and Laura Ries. In The 22 Immutable Laws of Marketing, Ries and Trout offer a compendium of 22 innovative rules for understanding and succeeding in the international marketplace.


Brand Aid, 2nd Edition by Brad VanAuken

Business Nonfiction 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 absolutely essential to get it right. Brand managers, marketers, and executives have long turned to the trusted principles in Brand Aid to troubleshoot their branding problems. Written by an acknowledged branding expert with 30 years of experience building world-class brands, this must-have guide covers topics ranging from research and positioning to brand equity management and architecture strategy. The latest edition has collected illuminating case studies, best practices, and the latest research in order to offer 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 Social responsibility, sustainability, and storytelling 60 nontraditional marketing techniques And moreAn organization cannot afford to get their branding wrong.

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