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Brand Aid
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Table of Contents

"Section I: Introduction to Brand Management Chapter 1: A Brand Is a Friend Chapter 2: Understanding the Language of Branding Chapter 3: The Brand Management Process: An Overview Section II: Designing the Brand Chapter 4: Understanding the Consumer Chapter 5: Understanding the Competition Chapter 6: Brand Design Chapter 7: Brand Identity Standards and Systems Section III: Building the Brand Chapter 8: Driving the Consumer from Brand Awareness to Brand Insistence Chapter 9: Brand Advertising Chapter 10: Non-traditional Marketing Approaches that Work Chapter 11: Brand Building on the Internet BrandForward Cyberbranding Study Chapter 12: Developing a Brand Building Organization Chapter 13: Integrated Brand Marketing Chapter 14: Creating the Total Brand Experience Section IV: Leveraging the Brand Chapter 15: Brand Extension Chapter 16: Global Branding Section V: Brand Metrics Chapter 17: Brand Research Chapter 18: Brand Equity Measurement Section VI: Other Brand Management Considerations Chapter 19: How Organization Age and Size Affect Brand Management Issues Chapter 20: Legal Issues in Brand Management Section VII: Brand Management: A Summary Chapter 21: Common Brand Problems Chapter 22: Keys to Success in Brand Building Chapter 23: Brand Management and Marketing Resources Chapter 24: Brand Audits Section VIII: Appendices Appendix A. References / Further Readings Appendix B. Brand Management Quiz"

About the Author

Brad VanAuken (Honeyoye Falls, NY) is the President and founder of BrandForward, Inc. He was previously the Vice President of Marketing at Element K, and the Director of Brand Management and Marketing at Hallmark Cards.

Reviews

"Entrepreneur: ""It's great to have a strong brand customers love and are happy to pay a premium for, but when a brand gets overextended, underadvertised, overpriced or develops other problems, few entrepreneurs know what to do. In Brand Aid, author and marketing consultant Brad VanAuken goes a long way toward remedying these problems...Brand Aid is a significant addition to the brand marketing library.""

Midwest Book Review: ""Of all the books I've read on marketing and branding, this one is the shining star! I'll also go out on a limb and assert that it's one of the best books I've seen published by AMACOM."" BookViews.com: ""Quite possibly the best book I have seen on the topic of creating and maintaining a 'brand' is Brad VanAuken's Brand Aid. It will prove to be a powerful resource to anyone wrestling with the challenge of the entire process of building a high-impact brand and trouble-shooting the issues that come with it. If you want your company to become the next Nike, Disney or Absolut, this is the one book you want to read. And then read again!"" PoolOnline.com: ""Brand Aid] is immensely readable and even entertaining with a plethora of examples of problems faced by well-known brands. It is an eye-opener into the tactics of 'spammers' and can even help you to understand why you computer behaves in certain ways when a Web site operator has built in features that attract you to the site but also keep you there when you want to leave."" MarketingSherpa.com: ""It's [Brand Aid] terrific. It's packed with useful research data and checklists on everything from how to write an agency brief to 22 reasons why great brands decline."" QuirkisMarketing Research Review: ""My desk has been home to a bumper crop of worthwhile new books on brands and branding for the past several months.A standout in the group is Brand Aid by Brad VanAuken, which offers an almost encyclopedic look at every step in the brand process.Highly recommended."" Journal of Product and Brand Management: ""If you are a beginner in the world of branding, you will find Brand Aid an enjoyable and helpful read to get you started. For a seasoned brand manager, Brand Aid will prove itself to be a source of fresh ideas and new ways of thinking."""


"Entrepreneur: ""It's great to have a strong brand customers love and are happy to pay a premium for, but when a brand gets overextended, underadvertised, overpriced or develops other problems, few entrepreneurs know what to do. In Brand Aid, author and marketing consultant Brad VanAuken goes a long way toward remedying these problems...Brand Aid is a significant addition to the brand marketing library."" Midwest Book Review: ""Of all the books I've read on marketing and branding, this one is the shining star! I'll also go out on a limb and assert that it's one of the best books I've seen published by AMACOM."" BookViews.com: ""Quite possibly the best book I have seen on the topic of creating and maintaining a 'brand' is Brad VanAuken's Brand Aid. It will prove to be a powerful resource to anyone wrestling with the challenge of the entire process of building a high


"Entrepreneur: ""It's great to have a strong brand customers love and are happy to pay a premium for, but when a brand gets overextended, underadvertised, overpriced or develops other problems, few entrepreneurs know what to do. In Brand Aid, author and marketing consultant Brad VanAuken goes a long way toward remedying these problems...Brand Aid is a significant addition to the brand marketing library."" Midwest Book Review: ""Of all the books I've read on marketing and branding, this one is the shining star! I'll also go out on a limb and assert that it's one of the best books I've seen published by AMACOM."" BookViews.com: ""Quite possibly the best book I have seen on the topic of creating and maintaining a 'brand' is Brad VanAuken's Brand Aid. It will prove to be a powerful resource to anyone wrestling with the challenge of the entire process of building a high-impact brand and trouble-shooting the issues that come with it. If you want your company to become the next Nike, Disney or Absolut, this is the one book you want to read. And then read again!"" PoolOnline.com: ""Brand Aid] is immensely readable and even entertaining with a plethora of examples of problems faced by well-known brands. It is an eye-opener into the tactics of 'spammers' and can even help you to understand why you computer behaves in certain ways when a Web site operator has built in features that attract you to the site but also keep you there when you want to leave."" MarketingSherpa.com: ""It's [Brand Aid] terrific. It's packed with useful research data and checklists on everything from how to write an agency brief to 22 reasons why great brands decline."" Quirkis Marketing Research Review: ""My desk has been home to a bumper crop of worthwhile new books on brands and branding for the past several months.A standout in the group is Brand Aid by Brad VanAuken, which offers an almost encyclopedic look at every step in the brand process.Highly recommended."" Journal of Product and Brand Management: ""If you are a beginner in the world of branding, you will find Brand Aid an enjoyable and helpful read to get you started. For a seasoned brand manager, Brand Aid will prove itself to be a source of fresh ideas and new ways of thinking."""


"Entrepreneur: ""It's great to have a strong brand customers love and are happy to pay a premium for, but when a brand gets overextended, underadvertised, overpriced or develops other problems, few entrepreneurs know what to do. In Brand Aid, author and marketing consultant Brad VanAuken goes a long way toward remedying these problems...Brand Aid is a significant addition to the brand marketing library.""

Midwest Book Review: ""Of all the books I've read on marketing and branding, this one is the shining star! I'll also go out on a limb and assert that it's one of the best books I've seen published by AMACOM.""

BookViews.com: ""Quite possibly the best book I have seen on the topic of creating and maintaining a 'brand' is Brad VanAuken's Brand Aid. It will prove to be a powerful resource to anyone wrestling with the challenge of the entire process of building a high-impact brand and trouble-shooting the issues that come with it. If you want your company to become the next Nike, Disney or Absolut, this is the one book you want to read. And then read again!""

PoolOnline.com: ""Brand Aid] is immensely readable and even entertaining with a plethora of examples of problems faced by well-known brands. It is an eye-opener into the tactics of 'spammers' and can even help you to understand why you computer behaves in certain ways when a Web site operator has built in features that attract you to the site but also keep you there when you want to leave.""

MarketingSherpa.com: ""It's [Brand Aid] terrific. It's packed with useful research data and checklists on everything from how to write an agency brief to 22 reasons why great brands decline.""

Quirkis Marketing Research Review: ""My desk has been home to a bumper crop of worthwhile new books on brands and branding for the past several months.A standout in the group is Brand Aid by Brad VanAuken, which offers an almost encyclopedic look at every step in the brand process.Highly recommended.""

Journal of Product and Brand Management: ""If you are a beginner in the world of branding, you will find Brand Aid an enjoyable and helpful read to get you started. For a seasoned brand manager, Brand Aid will prove itself to be a source of fresh ideas and new ways of thinking."""

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