Brand management and branding
   October 15, 2008
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OUR NEWEST CONTENT:
How To Name A Brand
This 32-page guide looks at the power of brand names, the four characteristics of a great brand name, and takes you step-by-step through the process of naming your brand.


PLUS THE MANUAL AND 3 MORE GUIDES!

(pdf format, 94 pages, 991kb)

 

How To Build Your Total Brand
Use the Manual to develop your understanding of brand management. Discover the six principles of brand management and work through the 5-step process to build the value of your brand.

Here's what you'll learn:
1.
How to better understand your brand, and the five ways it can create value for your customers (and other stakeholders). Discover the 'value exchange' that will build your brand and your business.
2.
The six principles of brand management: use them as the basis for the 'principled decision making' that will help to ensure your success.
3.
How to organize yourself for brand management success: your brand management, business and marketing objectives are all inter-related. Learn how to identify the scope of your brand management work, establish your team, and set your initial objectives.
4.
How to discover your current brand (and why that's important): learn how to structure your 'brand statement', how to identify and prioritize your stakeholders, gather and interpret the required information, and understand your current brand.
5.
How to define your desired brand: discover the five characteristics of all strong brands. Use this understanding to evaluate your own thoughts, as you work through the tasks required to define your desired brand.
6.
How to deliver your total brand experience: use the BuildingBrands tools to focus your brand management activity so that everything you say and do builds your brand. You'll be strengthening your position in the marketplace, securing revenue and increasing the value of your business.
7.
How to keep your brand on track for success: learn how to prepare for the future, and how to ensure your ongoing success.
This is the only brand management Manual to combine:
1.
A simple process: The Manual guides you through a 5-step process and clearly identifies the tasks within each step.
2.
A total brand perspective: The Manual doesn't just deal with the 'signs and symbols' of your brand. It helps you understand every aspect of your brand and how to build it into an asset for your business.
3.
'Consultant Comments': Insights into how the process works for different types of businesses.
4.
Practical Worksheets: The key tasks you need to undertake to increase the value of your brand.

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(The content we add over the next 12 months will be yours, FREE)

(pdf format, 34 pages, 367kb)

 

PLUS OUR GUIDE:
How To Conduct Market Research Interviews, Focus Groups & Surveys

Understanding your customers, your marketplace and your brand is an essential part of successful brand management. This guide will help you gather the information you need to progress successfully through the brand management process.

Here's what you'll learn:

Introduction
  • The role of research
  • The overall process
  • Overview of market research techniques
  • Understanding the role of these techniques
    		•
    Setting the objectives and scope of your research
    Conducting 1-to-1 interviews and focus groups
  • Selecting between interviews and groups
  • Preparing for qualitative research
  • Moderating the research
  • Analyzing and reporting the results
    		•
    Conducting surveys
  • Deciding on the survey method
  • Questionnaire design
  • Planning and managing the survey fieldwork
  • Data tabulation
  • Analyzing and reporting the results
    		•

    Preparation Checklist / Worksheet

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    (pdf format, 24 pages, 339kb)

    PLUS OUR GUIDE:
    How To Run Brand Strategy Workshops

    Achieving concensus and commitment amongst your team is vital to success. This guide will help you run workshops that engage and involve your team in strategy development.

    Here's what you'll learn:

    Why a workshop?
    When to use workshops
    Setting workshop objectives
    Who should participate?
    Setting up / managing the day
  • Inviting / briefing participants
  • Choice of venue
  • Preparing the venue
  • A typical agenda
  • The role of the facilitator
  • Outputs and follow-up
    		•
    Case Study
    Preparation Checklist / Worksheet

    The BuildingBrands guide to effective brainstorming

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    (pdf format, 17 pages, 345kb)

    PLUS OUR GUIDE:
    How To Develop Marketing Communications Strategy

    Marketing communications is one of the tools you can use to help build your desired brand. Use this additional resource to help you develop your marketing communications strategy.

    Here's what you'll learn:

    Introduction
  • The role of marketing communications
    		•
    Communications strategy in context
  • Setting business objectives
  • Setting marketing objectives
    		•
    Seven proven principles for success
    Developing your communications strategy
  • How to decide which marketing objectives to support
  • How to set the level of support
  • How to coordinate communications programs
    		•

    Appendix A: Setting realistic objectives for communications strategy

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    Start getting results straight away
    Full Access will be available to you immediately. We'll give you a username and password automatically, as soon as you make your purchase. Start using it right away!

     Here's what buyers have said...
    "Using the Manual has focused my thinking and has enabled us to clearly define and communicate what, as a company, we are really all about."
    Keith Moody
    Creative Director & Founder
    The Critical (i) Limited

    "Colin has extensive knowledge of how brands impact on business performance, and his resources have been invaluable to me".
    Jeremy Orritt
    Founder, Director
    OMJ Media

    "The Manual has helped me clarify the issues and establish specific action points for taking the business forward."
    Anthony Brophy
    Managing Director
    H. R. Solutions (Int'l) Ltd.
     Full Access to BuildingBrands online resources for just US$49.50
    The Full Access resources are available as a pdf files.
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    About the author
    The author is the Founder of BuildingBrands and the author of all the material on this site. He has worked with managers from companies large and small, to help build stronger brands. International brands that have benefited from his work include: American Express, BT, Cathay Pacific, Danone, Heineken, Lee Jeans, Nissan, Oracle, Pantene, Porsche, Singapore Airlines, WeightWatchers and Wrigley's.

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