Building Distinctive Brand Assets

Informationen zum Autor Jenni Romaniuk is a Research Professor and Associate Director (International) of the Ehrenberg-Bass Institute at the University of South Australia Business School. Klappentext Building Distinctive Brand Assets provides readers with long-term strategies to build and protect Distinctive Assets. Zusammenfassung Building Distinctive Brand Assets provides readers with long-term strategies to build and protect Distinctive Assets.

Autorentext

Jenni Romaniuk is a Research Professor and Associate Director (International) of the Ehrenberg-Bass Institute at the University of South Australia Business School.

Klappentext

Building Distinctive Brand Assets provides readers with long-term strategies to build and protect Distinctive Assets.

Zusammenfassung
Building Distinctive Brand Assets is for anyone with a brand logo, font or colour scheme, and is essential reading for those who have wondered if (or have been told) it's time for a change. Readers will learn how to set up a long-term strategy to build a strong brand identity, and how to make use of knowledge, metrics and management systems in order to build and protect a brand's Distinctive Assets. Building Distinctive Brand Assets is divided into three sections that capture the processes involved in brand asset creation, implementation and ongoing management. The first section is focuses on strategy, and covers how Distinctive Assets are created and their role in a broader brand equity building. The second section covers measurement approaches, and how to use and interpret key metrics. The third section delves into the strengths and weaknesses of different types of assets and introduces the idea of a Distinctive Asset palette. This section also outlines how to set up a Distinctive Asset management system to provide an early warning system to identify potential threats before they evolve into major issues.

Inhalt

• Table of Contents

• List of Figures

• List of Tables

• Contributors

• Acknowledgments

• 1. Introduction
• 2. The formation of a brand identity
• 3. The role of distinctive assets
• 4. How distinctive assets help build mental availability
• 5. How distinctive assets help build physical availability
• 6. Using distinctive assets to signal meaning
• 7. The corporate, parent, sub-brand hierarchy
• 8. Measuring asset strength
• 9. Metrics: Fame
• 10. Metrics: Uniqueness
• 11. Metrics: The Grid
• 12. Types of distinctive assets
• 13. Colour as an asset
• 14. The Power of Sound
• 15. Taglines and other words
• 16. The celebrity dilemma
• 17. Keeping relevant (in a changing world)

• Bibliography