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Table Of Contents

Introduction
Brand history
The marketing matrix
The basic brand development process
The client/agency relationship
Brand structures
Brand families
The brand development methodology
Brand positioning
Brand values
Developing the ‘creative’
Communicating the brand
Audience attitudes and social shifts
Developing brands for audience ‘types’
Brands, ethics and responsibility
The digital audience
Employee audiences
Techniques to diversify the brand
Forms of collaboration
Charity-based partnerships
The future of partnerships
How to measure the brand impact
Brand measurement models
Measurement in the business and marketing process
Understanding brand trends
The evolution of brands
Key future trends
Industry perspectives: digital
Industry perspectives: brand strategy
Industry perspectives: innovation
Moving the brand forward
Conclusion
Student resources
Acknowledgements
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Fundamentals of Branding

Fundamentals of Branding

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Published by: Jesus Lauro Olivas Durazo on Nov 09, 2011
Copyright:Attribution Non-commercial

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07/31/2013

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