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Building Distinctive Brand Assets By Jenni Romaniuk (Research Professor, Research Professor, au)

Building Distinctive Brand Assets

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

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Building Distinctive Brand Assets Summary


Building Distinctive Brand Assets by Jenni Romaniuk (Research Professor, Research Professor, au)

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.

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About Jenni Romaniuk (Research Professor, Research Professor, au)


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

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

Additional information

GOR009222274
Building Distinctive Brand Assets by Jenni Romaniuk (Research Professor, Research Professor, au)
Jenni Romaniuk (Research Professor, Research Professor, au)
Used - Very Good
Hardback
Oxford University Press Australia
2018-03-16
248
0190311509
9780190311506
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
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