Don't mess with the logo : the straight talker's bible of branding /
Edge, Jon.
Don't mess with the logo : the straight talker's bible of branding / Jon Edge & Andy Milligan. - Harlow : Financial Times Prentice Hall, 2009. - xiv, 217 p. : ill. ; 22 cm.
CW088
Includes bibliographical references and index.
Why you need to be on the brandwagon : a brief (we promise) history of brands and why they're so valuable -- So what is a brand? -- What is brand strategy? -- The house that brand built : positioning and brand architecture -- Apples, oranges, blackberries and other fruit : how to create a great brand identity -- It's the experience, stupid! -- Too many opinions and not enough cheese sandwiches : a bit about research -- Call in the lawyers -- Bow ties, ponytails and lunch at the Ivy : how to manage your agencies -- Standing up, standing out and standing on your competition : how to keep your brand fresh in the Noo Mejur digital age -- How to measure brand performance -- When to mess with your logo : drastic measures -- The most important lesson in brand building -- Epilogue: all the top tips in one place (go here first if you can't be bothered to read the book) -- The lexicon of brand -- Classes of the trade marks register -- Research jargon you should know so you don't feel intimidated -- Vague but clever things to say about brands -- Books on branding we like -- How to make a great cup of tea -- Good recipes
9780273714200: £14.99 0273714201
Advertising--Brand name products
Brand name products.
Branding (Marketing)
Business and Management.
Business strategy
Business competition
Sales & marketing management
/ .E34 2009
658.827
Don't mess with the logo : the straight talker's bible of branding / Jon Edge & Andy Milligan. - Harlow : Financial Times Prentice Hall, 2009. - xiv, 217 p. : ill. ; 22 cm.
CW088
Includes bibliographical references and index.
Why you need to be on the brandwagon : a brief (we promise) history of brands and why they're so valuable -- So what is a brand? -- What is brand strategy? -- The house that brand built : positioning and brand architecture -- Apples, oranges, blackberries and other fruit : how to create a great brand identity -- It's the experience, stupid! -- Too many opinions and not enough cheese sandwiches : a bit about research -- Call in the lawyers -- Bow ties, ponytails and lunch at the Ivy : how to manage your agencies -- Standing up, standing out and standing on your competition : how to keep your brand fresh in the Noo Mejur digital age -- How to measure brand performance -- When to mess with your logo : drastic measures -- The most important lesson in brand building -- Epilogue: all the top tips in one place (go here first if you can't be bothered to read the book) -- The lexicon of brand -- Classes of the trade marks register -- Research jargon you should know so you don't feel intimidated -- Vague but clever things to say about brands -- Books on branding we like -- How to make a great cup of tea -- Good recipes
9780273714200: £14.99 0273714201
Advertising--Brand name products
Brand name products.
Branding (Marketing)
Business and Management.
Business strategy
Business competition
Sales & marketing management
/ .E34 2009
658.827