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Brand Atlas
Branding Intelligence Made Visible
Alina Wheeler (Author), Joel Katz (Author)
9780470433423, Wiley
Hardback, published 1 April 2011
144 pages
23.4 x 15.8 x 1.3 cm, 0.408 kg
"... user-friendly approach to aggregate and simplify the science behind branding ... essential principles of branding are broken down into basic step-by-step concepts." (Finance & Management, April 2011)
Brands have become the global currency of success. Countries, corporations, communities, and individuals are leveraging their brands to gain a transcendent advantage in the marketplace. Positioning a brand to be irreplaceable is the new business imperative for both public and private sectors, regardless of product, service, or size. Brand Atlas synthesizes the most relevant brand topics for the big-picture, time-crunched professional who just wants to get up to speed on brand basics, brand oversight, and marketplace trends. Streamlined content, provocative diagrams, and quotes from brand visionaries and thought leaders make this valuable resource a new experience. The twenty-first-century customer has a new voice, unprecedented power, and multiple platforms to drive a new brand conversation in a fiercely competitive world. To be successful, brand builders need to stick to the basics, stay calm on the rollercoaster of relentless change, and seize every opportunity to be the brand of choice.
1 Dynamics 10 Brand Landscape Global Sourcing 12 Speed 14 Design Thinking 16 Word of Mouth 18 Conversation 20 Interconnected 22 Open Source 24 Social Networks 26 Experience 28 Passion 30 Transparency 32 The Cloud 34 Sustainability 36 Mobility 38 Crowdsourcing 40 Free 42 Placemaking 44 Choice 46 2 Intelligence 48 Brand Basics Brand as Identity 50 Vision 52 Needs and Desire 54 Touchpoints 56 Purpose 58 Spirit and Soul 60 Perception 62 Authenticity 64 Positioning 66 Stakeholders 68 Big Idea 70 Brand as Asset 72 Brand Extensions 74 Brand Alignment 76 Brand Architecture 78 Recognition 80 Trademarks 82 Names 84 Good and Different 86 3 Drive 84 Brand Management Branding 90 Simplicity 92 Culture 94 Collaboration 96 Time Management 98 80/20 100 Competencies 102 Insight 104 Focus 106 Customer Service 108 Customer-centric 110 Growth 112 Metrics 114 Fight or Flight 116 Onliness Exercise 118 Perceptual Mapping 120 SWOT Exercise 122 Flow 124 4 Details 126 Brand Questions 128 Project Management 130 Brand Decisions 131 Branding Process 132 Big Idea Process 133 Bibliography 134 Credits 137 Index 138 Gratitude 141 Authors’ Reflections 142 Diagram Matrix 143 About the Authors 144
Subject Areas: Business & management [KJ]
