Branding

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eGuide 1. Defining Brands Our Server

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	Successful brands create a special relationship with customers because they are based not just on tangible benefits but on intangible attributes that evoke strong emotional responses. This brand loyalty has a substantial impact on an organisation's performance and ultimately the economy itself. The eGuides will be of particular relevance to you if you run your own business or if you are new to branding. Within the guides you'll find information, examples and practical advice from senior practitioners and academics. If you've not visited the site before it's worth taking a few minutes to read 'Using the eGuides'.














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Defining Brands

Knowledge Base

Brands are about far more than logos and packaging. The first eGuide explores the idea of branding as a marketing tool, looking at how brands are constructed, their evolution and their importance in the future of marketing.

In order to make the most of the interactivity between the seven eGuides, you will need to download them into the same folder on your hard disk. To download a guide, right click on the link to the pdf and select the �Save Target As� command. This will allow you to save the guide to a folder of your choice.

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Types of Brands

Knowledge Base

Branding can be applied to anything; it isn�t just relevant to frequently purchased products, but to every sphere of business - FMCG, services, information, e-commerce and anything in between. This guide explains the different types of brands and how branding can be tailored to fit any market.

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How Brands Work

Knowledge Base

Brands do much more than just make a product look good. They represent different things to different people and subtly affect the way consumers make choices. A strong brand can make a product succeed � a weak one can make it fail. This third guide outlines the ways in which brands work to drive business success.

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Brand Stategy

Knowledge Base

If marketing is a battle then brand strategy is an essential line of attack in getting ahead of a rival. Brand attributes are easily copied and difficult to protect, but something must be done to differentiate your brand from your competitors; that�s where brand strategy comes into it�s own. This eGuide outlines the key factors in this increasingly important area of business.

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Managing & Revitalizing Brands

Knowledge Base

If left to it�s own devices, the natural state for any brand is one of decline, as the market, or it�s competitors, catch and overtake it. With effective management, however, a brand can be preserved, and whilst products may have a lifecycle, there is no reason why a brand has to die. eGuide five discusses the importance, and essential techniques of brand management.

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Branding Portfolios

Knowledge Base

How many established brands should a company have? Some would say �the more the better� but the key to a successful portfolio of brands is balance and careful management. The ideal portfolio creates strong associations and economies of scale and gives direction to an organisation. eGuide six discusses the benefits of successful brand portfolios and how to avoid costly mistakes.

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Measuring Brand Performance

Knowledge Base

Brands are a key asset to any company but their intangibility makes them difficult to value. Measuring brands, however, should be important to any company, it can give indications to future profit trends, assists brand managers in decision making and can be vital in investor relations. The final eGuide outlines techniques of measuring a brand�s worth and just why it is essential to do so.

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Press - Books & White Papers

The Future of Brands A Chapter from Brands and Branding
An Economist Book. Our Server

The Alphabet Soup of Auto Naming

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