Digital branding is a demanding management task, requiring comprehensive attention to detail and the highest levels of expertise. Digital branding means brand management in digital media and technologies. Employing its particular capabilities, digital branding seeks to raise the profile of the brand and to systematically shape it over the long term. Successful digital branding is not an isolated instance, but rather a piece of holistic brand management: visitors should experience digital offerings in the same way they experience the brand in television, radio and print. Following a primer on brand management and the particulars of digital media and technologies, the reader experiences how to present a brand using digital brand storytelling. In the latter portion of the eBook, the reader will learn advanced methods and techniques used to generate strong, ownable emotions around a brand.
As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, MANAGING BRAND EQUITY, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed. A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organisation, and brand-as-symbol perspectives. A second pitfall is to ignore the fact that individual brands are part of a larger system consisting of many intertwined and overlapping brands and subbrands. Aaker shows how to manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products. As executives in a wide range of industries seek to prevent their products and services from becoming commodities, they are recommitting themselves to brands as a foundation of business strategy. This new work will be essential reading for the battle-ready.
Since the publication of his previous best-selling title, BrandSimple, Allen P. Adamson has studied and worked with companies as they've experimented with and integrated digital initiatives into their branding mix. In his new book, BrandDigtial, he clearly demonstrates that in an environment where everything is transparent, brand professionals have unprecedented opportunities to learn more about their customers, and to deliver brand experiences that meet customer expectations better than ever before. Based on over 100 interviews with leaders in both the branding and digital technology industries, Adamson drives home his point by using case studies and first-hand, in-market examples from companies including Hewlett-Packard, Johnson & Johnson, Procter & Gamble, Nike, Ameriprise, Burger King, PepsiCo, and General Mills. Along with putting into proper context the role Google, YouTube, Second Life, social media, and blogs play in the branding process, Adamson shows how the best companies are taking advantage of evolving digital technology and its associated behavior to build stronger bonds with their customers and stronger, more responsive brands.
How can you stand out? How do you take your passion and turn it into profit? In Branding in a Digital World, author Hilary JM Topper discusses how branding your business – from your overall image to messaging – is paramount to its success. In this hands-on workbook, she will help you build a brand, market it effectively across digital media, and ultimately, get a strong return on investment. Topper, an expert in branding and digital communications, walks you step-by-step through the process and helps you get the results you desire. She teaches you how to: • build an integrated marketing plan. • use social media marketing. • recruit ambassadors for your brand. • integrate IoT and wearable tech. • create compelling blog and social content. • increase your SEO. • use public relations, direct mail, and email marketing to tie together the entire process. With special sections on fake news, nonprofit management, and more, Branding in a Digital World offers a complete guide to help you learn to better market your product or service so you can gain a competitive edge.
Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built—and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. Reveals the seven key principles that the world's best brands consistently implement Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands Provides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.
The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand-centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.
Digital Branding: Effective Internet Marketing Strategies for Business Growth is an insightful and comprehensive guide for business owners, marketers, and entrepreneurs who are looking to build a strong digital brand presence in today's highly competitive online landscape. In this book, the author delves into the key elements of successful digital branding, including building a compelling brand story, creating a unique brand identity, defining your target audience, and crafting an effective online marketing strategy. Drawing on his extensive experience in the field of digital marketing, the author shares practical and actionable advice on how to leverage various digital channels, such as social media, content marketing, email marketing, and search engine optimization (SEO), to promote your brand and grow your business. The book covers a wide range of topics, from the basics of digital branding to more advanced concepts such as brand monitoring, reputation management, and crisis communication. The author also provides numerous real-world examples and case studies to illustrate how successful companies have used digital branding to achieve their business objectives. One of the key strengths of this book is its emphasis on the importance of authenticity and transparency in digital branding. The author argues that in today's era of social media and user-generated content, consumers are increasingly savvy and can quickly spot inauthentic or insincere brand messaging. As such, the author stresses the need for brands to be genuine, honest, and transparent in their online communication and engagement with customers. Overall, Digital Branding: Effective Internet Marketing Strategies for Business Growth is a must-read for anyone looking to build a successful digital brand in today's hyper-connected world. Whether you are a seasoned marketer or a small business owner just starting out, this book will provide you with the knowledge and tools you need to create a powerful online presence and drive business growth.
"Introduction to Digital Entrepreneurs and Digital Business Management" serves as a comprehensive guide for ambitious entrepreneurs and business managers moving into the digital landscape. Written by seasoned experts in digital business strategies, this book discusses in depth the fundamental concepts important for understanding and succeeding in the digital economy. Covering topics ranging from digital business models such as subscription-based and freemium models to the intricacies of managing digital platforms and marketplaces, this book provides practical insights and case studies. Readers gain a deep understanding of how digital technology and the Internet reshape traditional business paradigms, providing opportunities for innovation and growth. This book emphasizes a strategic approach to digital entrepreneurship, highlighting key factors such as customer acquisition, retention, and monetization in a digitally driven market. It provides readers with tools to tackle challenges unique to digital enterprises, including scalability, data privacy, and disruptive technologies. Whether for digital business management or entrepreneurs seeking to launch or optimize their digital ventures, "Introduction to Digital Entrepreneurs and Digital Business Management" serves as an essential resource. It combines iv theoretical frameworks with real-world examples, empowering readers to apply concepts effectively in today's dynamic digital environment.
Branding 360: Maximising Impact with Minimal Resources Every business wants to be a customer's first choice, and building and managing a strong brand can play a significant role in making that happen. This complete all-in-one business guide, "Branding 360: Maximising Impact with Minimal Resources," delves into the concept of branding, which extends far beyond just your company logo to encompass your business's core values and every interaction you have with customers and suppliers. A strong brand creates and maintains your reputation, reflecting your customers' experience of your organization and helping to build emotional attachments and loyalties. In this book, you will learn the 101 of branding on a budget, from how to define your brand to how to communicate it to your target audience effectively. Whether you're a startup or an established business, this guide will provide you with the tools you need to stand out from the competition and maximize the impact of your brand. What you will learn: 1)The guide, "Branding 360: Maximising Impact with Minimal Resources," covers all aspects of branding. 2)It explains how a strong brand extends beyond just a logo to encompass a business's core values and customer interactions. 3)A strong brand creates and maintains a business' reputation and builds emotional attachments and loyalties. 4)The guide teaches branding on a budget, from defining the brand to communicating it to the target audience. 5)The book covers the 360 of branding and provides tools for startups and established businesses alike. 6)It covers the importance of a strong brand in becoming a customer's first choice. 7)The book provides a comprehensive understanding of the concept of branding. 8)It explains how to effectively communicate a brand to the target audience. 9)The guide will help businesses stand out from the competition and maximize the impact of their brand. 10)The book covers the impact of branding on building and managing a strong business reputation. Get "Branding 360: Maximizing Impact with Minimal Resources" today! This complete guide covers the concept of branding, from defining your brand to effectively communicating it to your target audience. With this book, you'll learn how to create and maintain a positive reputation, build emotional attachments, and stand out from the competition. Whether you're a startup or an established business, this book has the tools you need to maximize your brand impact with minimal resources. Order now and start building a strong brand today! #Branding360 #BusinessGuide #MaximizeImpact #MinimalResources
Create a strong brand DNA—and watch it grow These days, customers want to have a deeply felt connection to the brands behind the products they're purchasing, which means that if you're starting a business, a strong brand DNA has got to be part of your creative process from day one. And it needs to be more than just an abstract idea: to give your brand life—and a bigger chance of surviving against the competition—you need to have a standout launch strategy and a set plan for growing your brand in a noisy marketplace. In Launching & Building a Brand For Dummies, Amy Will—who launched her first business at just 24-years-old and has been the brains behind four strong and buzzworthy brands—covers everything from crafting a powerful brand identity and planning that all-important launch to being prepared to scale up as you begin to take off. She reveals crucial lessons from her personal experience in launching five companies, as well as detailing case studies from some of the strongest brands out there, accompanied by insights and advice from successful founders and branding experts. Stand out on social media Create viral campaigns Build on Customer Loyalty and LongevityDeal with the competition Whether you're thinking of starting a business or are already building up your market share, memorable brand identity will be the key to—and Launching & Building a Brand For Dummies one of the secrets of—your future standout success.
