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Table Of Contents

Preface to the Second Edition
Chapter 1: Brands Start with an Idea
Introduction
The Importance of Belonging
The Importance of the Senses
Why This Book?
Who Owns Your Brand? You or the Audience?
Brand Belonging
Chapter 2: The Strategy’s Foundation: The Idea and Your Audience
The Audience
The Idea
Products are Ideas
Strategies are Ideas
Chapter 3: Products and Services That Have a Chance to Belong
What Exactly Are Products?
For the Duration
Differentiation
Word of Mouth
Giving Your Product a Chance to Belong
Services
Chapter 4: The Audience
How Does an Audience Belong to a Brand?
Audience Relationships vs Loyalty Programs
Segmentation
Meeting Audience Expectations
Price
Reach
Positioning
Chapter 6: Brand product profle
Colors
Look
Chapter 7: Brand Product Profle Part 2 What’s in a Name
Arabic or English?
The Good, the Bad, and the Ugly
Names, Ego, and the Problem of Getting Good Advice
Names for Dot Coms
The Sensory and Emotional Content of a Brand
Product Placement
Product Packaging
Chapter 9: Brand Communication Part 1—Internal Brand Processing
Brand Functionality
Brand Deliverables
Pride and Emotion in the Brand
The Brand’s Belonging
Internal to External Branding
Tagline
Brand Colors
The Brand Culture
Brand Elements
Music
The Continuity of Brand Belonging
The Marketing Mix: An Underview
Emotions
Innovation
The Differentiation of Belonging
Brand Strategy
Chapter 11: New Issues in Marketing
Why Brands Matter Today
Understanding the Fifty/Fifty Model
Don’t Let Your Brand Image Run Wild
The Old School of Tactical Strategy
How Even Successful Brands Can Lose Focus
Brands That Flirt
Equal firts with Splenda
Expedia firts with Thomas Cook
Microsoft tries to firt with Apple and Google
Google Plus fails to firt with Facebook
Twitter gives Instagram the cold shoulder
iPhone to Samsung: “Stop firting with everyone!”
Chapter 12: A Call to Action
The need for a marketing association in the Middle East
A Final Note
Chapter 13: Three Case Studies—An “Outroduction”
Case Study: What Is “Marketing,” Exactly?
Reverse Flow
Around in Cycles
Degeneration Next
Case Study: Differentiation
Case Study: Middle East Errors in Marketing
Chapter 14: Closing Thoughts: Why We Should Care
P. 1
The Power of Belonging

The Power of Belonging

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Published by iUniverseBooks
The book is rich with useful information both for marketing professionals and for people who are simply interested in how marketing works. In that regard, Baaghil provides a useful overview of everything you need to know about marketing, which for Baaghil means finding a way to invite your audience to belong to the brand, and vice versa.

Budding entrepreneurs in the early stages of founding a business would be particularly well-served to read Baaghil’s advice concerning brands, since he makes a passionate argument that branding starts at the business conception stage. Business owners who don’t think about their brands from the beginning, says Baaghil, are still building a brand perception—they’re just building an unplanned, “wild” brand perception. By the time the new entrepreneur is ready to release a product, if he or she is thinking of branding merely as colors and a logo, it may be too late.

One of the most interesting and useful parts of the book is Baaghil’s ongoing engagement with the problems of business and marketing specifically with regard to the Middle East and the developing world. He speaks warmly yet firmly to Middle Eastern CEOs, providing them with needful advice that comes from his clear vision of how far there is to go, but more importantly, how great the possibilities are for business and culture in the region.
The book is rich with useful information both for marketing professionals and for people who are simply interested in how marketing works. In that regard, Baaghil provides a useful overview of everything you need to know about marketing, which for Baaghil means finding a way to invite your audience to belong to the brand, and vice versa.

Budding entrepreneurs in the early stages of founding a business would be particularly well-served to read Baaghil’s advice concerning brands, since he makes a passionate argument that branding starts at the business conception stage. Business owners who don’t think about their brands from the beginning, says Baaghil, are still building a brand perception—they’re just building an unplanned, “wild” brand perception. By the time the new entrepreneur is ready to release a product, if he or she is thinking of branding merely as colors and a logo, it may be too late.

One of the most interesting and useful parts of the book is Baaghil’s ongoing engagement with the problems of business and marketing specifically with regard to the Middle East and the developing world. He speaks warmly yet firmly to Middle Eastern CEOs, providing them with needful advice that comes from his clear vision of how far there is to go, but more importantly, how great the possibilities are for business and culture in the region.

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Published by: iUniverseBooks on Apr 10, 2013
Copyright:Traditional Copyright: All rights reservedISBN:9781475983234
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09/17/2013

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