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Conscious Branding

Conscious Branding

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Conscious Branding is a step-by-step process that enables entrepreneurs to consciously build a differentiating brand using the Brand Map, a simple visual diagram of how brands function throughout an organization. The Brand Map helps managers and staff visualize their brand and demonstrates how they can make their brand real through everything they do.
Conscious Branding is a step-by-step process that enables entrepreneurs to consciously build a differentiating brand using the Brand Map, a simple visual diagram of how brands function throughout an organization. The Brand Map helps managers and staff visualize their brand and demonstrates how they can make their brand real through everything they do.

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Categories:Types, Business/Law
Published by: Business Expert Press on Oct 12, 2009
Copyright:Traditional Copyright: All rights reserved

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08/21/2013

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Contents
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ixIntroduction: Three Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1Chapter 1: The Importance of Brands . . . . . . . . . . . . . . . . . . . . . . . .5Chapter 2: Brand Confusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9Chapter 3: The Three Lessons of Conscious Branding . . . . . . . . . . .11Chapter 4: The Context of Brand . . . . . . . . . . . . . . . . . . . . . . . . . . .21Chapter 5: The Brand Map . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25Chapter 6: Building the Brand Foundation . . . . . . . . . . . . . . . . . . .31Chapter 7: Brand Distribution . . . . . . . . . . . . . . . . . . . . . . . . . . . . .49Chapter 8: Marketing Communications . . . . . . . . . . . . . . . . . . . . . .55Chapter 9: Product/Service Design . . . . . . . . . . . . . . . . . . . . . . . . . .97Chapter 10: Operations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .105Chapter 11: Brand Structure . . . . . . . . . . . . . . . . . . . . . . . . . . . . .115Chapter 12: The Other Side of the Relationship . . . . . . . . . . . . . . .119
Conclusion
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .125
 Appendix 
 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .127
Index 
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .129
 
Acknowledgments
 We would like to thank Chris Berner and the design team at Funk/Levis& Associates, Inc., for logos and graphics; Claudia Villegas for the devel-opment and design of the original Brand Map; Monica Shovlin of theUlum Group for help and advice in the PR section; Jana Rygas, AnneMarie Mehlum, Amy Gilbert, and Lauren Rathje for their insightfulcomments on the original manuscript; Kate Watkinson for her help withthe operations chapter; Ellen Wojahn for her editing of an early versionof the book; and Jennifer Bell for her inspiration and help on the marketresearch section.

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