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Building Brands, Building Meaning: A guide to increasing the financial value of brands through building positive meaning
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ISBN
:
9788130903392
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Publisher
:
Viva Books Private Limited
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Subject
:
Business & Management
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Binding
:
Paperback
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Pages
:
134
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Year
:
2006
₹
295.0
₹
295.0
295.0
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Description
The second book of Kartikeya Kompella's branding series, Building Brands, Building Meaning, discusses how a brand acquires value and meaning. The task of the brand custodian is to make the brand live long in the minds of the consumer. But most companies do not take branding seriously and face oblivion. The book gives a contrastive study of brands that have endured and brands that haven't. What are the commonest mistakes that brands make? What is a value that each brand should uphold? How timely changes in branding strategy have helped certain brands last like a tradition? The author stresses time again that the brands that live in people's mind have a large and loyal market.
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Author Biography
Kartikeya Kompella has spent 14 years in looking at brands from the perspective of an advertising professional, brand consultant, marketing practitioner and DM consultant. In 2001, he was nominated for the John and Mary Goodyear Award for Excellence in International Market Research. He is the author of Applying the Branding Iron (Viva). Table Of Contents Branding for business Good intent makes for Good business Differentiation - the brand lifeline Values - the cornerstone of brand relationships The price and value relationship Your people define what your brand means Are your systems protecting your brand Using heritage to maintain meaning Staying in shape Every positive experience counts Bullies never win A friend in need ? Use every opportunity to brand Be loyal to earn loyalty Concern goes a long way Using information to help determine brand? relationships A brand's character determines its perspective Making the bird's eye view count The dark side Carry your size with care Building brands, building meaning
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