Building Distinctive Brand Assets
Building Distinctive Brand Assets provides readers with long-term strategies to build and protect Distinctive Assets.This book is for anyone with a brand.It is a book about future-proofing your brand's identity. It will help you set up a long-term strategy to build Distinctive Assets, and tell you what you need to do to protect them.Do you want to get better at branding?You'll learn which strategies and actions work, as well as which ones don't, to help you take advantage of opportunities and avoid minefields.
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- Hardback | 248 pages
- 162 x 235 x 17mm | 438g
- 16 May 2018
- Oxford University Press Australia
- OUP Australia and New Zealand
- Melbourne, Australia
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Table of contents
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
About Jenni Romaniuk
Jenni Romaniuk is a Research Professor and Associate Director (International) of the Ehrenberg-Bass Institute at the University of South Australia Business School.