Product Description
Fundamentals of Branding (WebPDF)
Authors: C Erdis, M du Toit
Format: Digital
The concept of branding, although not a new topic, is still a vitally important concept in marketing today. There is nothing more valuable than a well-known and trusted brand.
As an introduction to branding, Fundamentals of Branding provides students with an overview of the building blocks of branding, which include:
• the influence of branding on marketing decisions
• the role and place of branding in the organisation
• the various elements of branding
• packaging the brand
• positioning the brand
• planning, leveraging and extending the brand
• evaluating the brand
The book contains a chapter with real-life branding case studies which illustrate the practical application of the topics discussed in this book. This is a very useful resource for students who struggle to apply theory learned to real-life situations.
Contents:
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Chapter 1 Marketing and branding
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What is marketing?
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Product
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Distribution
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Promotion
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Marketing activities
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The marketing process
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Chapter 2 The role and place of branding
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The definition of a brand
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Evolution of branding
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What can be branded?
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Advantages of branding from the customer’s perspective
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Advantages of branding from the retailer’s and manufacturer’s perspectives
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Criticisms of branding
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Types of brands
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Legal aspects of brands
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Chapter 3 Elements of branding
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The various types of brand elements
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Criteria for selecting brand elements
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Chapter 4 Packaging the brand
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Consumer decision making
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The feel of the brand
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Packaging
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Types of packaging
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Considerations when designing packaging
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Chapter 5 Positioning the brand
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What is brand positioning?
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Reasons for positioning a brand
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Identifying and establishing brand position
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The positioning process
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Guidelines for positioning a brand
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Chapter 6 Planning, leveraging and extending a brand
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Importance of brand planning
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Issues influencing brand potential
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Leveraging secondary brand knowledge
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Brand sponsorship
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Manufacturer brands and private brands
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Licensing
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Brand extensions
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Chapter 7 Evaluating your brand
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Analytics and metrics
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Benefits of measuring a brand
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Measuring branding
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Managing brand measurement
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Chapter 8 Practical branding
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Introduction
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Summary
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References
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