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Brand Babble: Sense and Nonsense about Branding by Professor Schultz, Don E
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- Buy It NowBrand Babble: Sense and Nonsense about Branding by Professor Schultz, Don E
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Located in: Sparks, Nevada, United States
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eBay item number:364014773249
Item specifics
- Condition
- Book Title
- Brand Babble: Sense and Nonsense about Branding
- Publication Date
- 2004-02-25
- Pages
- 156
- ISBN
- 9780538727143
- Subject Area
- Education, Business & Economics, Référence
- Publication Name
- Brand Babble : Sense and Nonsense about Branding
- Item Length
- 6 in
- Publisher
- Cengage South-Western
- Subject
- Marketing / General, Consumer Guides, General, Teaching Methods & Materials / General
- Publication Year
- 2003
- Type
- Not Available
- Format
- Hardcover
- Language
- English
- Item Width
- 9 in
- Item Weight
- 224.5 Oz
- Number of Pages
- 156 Pages
About this product
Product Information
Brand Babble: Sense and Nonsense about Branding is about both the "good news" and the "bad news" of branding. And, it's vitally important to the success of your business. As long-time branding authors, educators, and investigators, the Schultz's explode an array of myths that have been passing and passed on as "branding wisdom." They show that a brand will not rescue a flawed business concept, is not owned by one group or individual, nor does it depend on "media-by-the-ton" spending. The authors show how every successful brand is the sum of relationships between buyer and seller and explain how marketers best communicate with their customers through an integrated approach that reflects the nature of that relationship. Those approaches sets the stage for value-based branding that delivers the best value proposition to customers and increases the bottom-line, financial value of the brand to the organization and its owners and shareholders. That, today, is the "currency" of value-based branding. Getting to it is merely a matter of cutting through all the Brand Babble, all the nonsense about brands and branding that is posing as new marketing insight. This book will be the essential ingredient in more insightful, easier, and, most important, more profitable branding work for both your company and your customers.
Product Identifiers
Publisher
Cengage South-Western
ISBN-10
0538727144
ISBN-13
9780538727143
eBay Product ID (ePID)
2328966
Product Key Features
Publication Name
Brand Babble : Sense and Nonsense about Branding
Format
Hardcover
Language
English
Subject
Marketing / General, Consumer Guides, General, Teaching Methods & Materials / General
Publication Year
2003
Type
Not Available
Subject Area
Education, Business & Economics, Référence
Number of Pages
156 Pages
Dimensions
Item Length
6 in
Item Width
9 in
Item Weight
224.5 Oz
Additional Product Features
LCCN
2004-298954
Lc Classification Number
Hf5415.15
Reviews
Another great book by Don & Heidi Schultz, which cuts through the 'brand babble' and gets straight to the point. Interesting, insightful and full of useful analogies. A goldmine of helpful information and a must for all marketers bookshelves., Finally, a book that points out all of the gibberish being spouted about branding. The Schultzes are candid and insightful, but also entertaining, in clearing the air on this topic. Anyone involved in brand-building should read their book now--before investing another nickel on anything else about branding., Brand Babble is another Don Schultz straight-talking, no-nonsense piece that brilliantly cuts through advertising hype to reveal the common sense of branding. It's full of great examples and solid business propositions. It will ruffle a few feathers as it logically demonstrates that brands must have a meaningful value proposition. If you want to understand brand building, you have to read this book., Another great book by Don & Heidi Schultz, which cuts through the ‘brand babble’ and gets straight to the point. Interesting, insightful and full of useful analogies. A goldmine of helpful information and a must for all marketers bookshelves., Another great book by Don & Heidi Schultz, which cuts through the ?brand babble? and gets straight to the point. Interesting, insightful and full of useful analogies. A goldmine of helpful information and a must for all marketers bookshelves., Don and Heidi have done it again. Here, they deploy all of their worldly wisdom and communication skills in making branding accessible. Practitioners and students will be grateful for their robust approach to a subject that needs to be understood by everyone in business., Don and Heidi have done a masterful job of cutting through all the clutter and noise to give us a thoughtful, pragmatic and user-friendly look at the branding world as it exists today and--more importantly--how it should look tomorrow.
Table of Content
1. What is a Brand? 2. Who Owns the Brand? 3. Separating Hula Hoops from Viable Brands. 4. Dogs, Pigeons, Focus Groups, and Other Exotic Brand Research Techniques. 5. Mental Models, S-Curves, and Multi-tasking. 6. Reification, Abstractionism, Tribal Dances and Other Mumbo-Jumbo about Brands and Branding. 7. Avoiding the Mental Model Minefields. 8. Magic Words, Mystic Signs, an Other Incomprehensible Incantations. 9. Going Global. 10. Birth Pains and Stretch Marks. 11. Media Planning and Buying- An Arcane Science? 12. Why Branding Doesn't Take a Ton of Media Spending. 13. Brand Tracking in the Himalayas: Nice to Know, But Not Very Useful as a Brand Measure. 14. Searching for Brand Equity in All the Right Places. 15. Future Babble. Index.
Copyright Date
2004
Target Audience
Scholarly & Professional
Dewey Decimal
658.827
Dewey Edition
21
Illustrated
Yes
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eBay item number:364014773249
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