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Myths of branding : a brand is just a logo, and other popular misconceptions

By: Contributor(s): Material type: TextTextSeries: Business mythsPublication details: Great Britain Kogan Page 2019Description: xii, 244 pages : illustrations ; 24 cmISBN:
  • 0749497718
  • 9780749497712
  • 9780749483098
  • 0749483091
Subject(s): Additional physical formats: Online version:: Myths of branding.DDC classification:
  • 658.8 BAL/MIL 23
LOC classification:
  • HF5415.1255 .B34 2019
Contents:
Myth 1. Brands are just a way of charging you more for the same product -- Myth 2. Once lost, trust can never be rebuilt -- Myth 3. A strong brand can be used to prop up a bad business -- Myth 4. Technology is diminishing the power of brands -- Myth 5. Branding is just about the logo and advertising -- Myth 6. Brands don't have financial value -- Myth 7. Differentiation is dead. Distinctiveness matters -- Myth 8. The customer is always right -- Myth 9. You need many decades to build a truly global brand -- Myth 10. A brand is 'owned' by the marketing department -- Myth 11. Brand purpose is just CSR by another name -- Myth 12. Customers are seeking a personal relationship with your brand -- Myth 13. Branding is subjective. It's all fluff and art with no rigour and science -- Myth 14. In certain types of business, brands don't really matter -- Myth 15. Branding has nothing to do with the customer experience -- Myth 16. Branding is all about the product -- Myth 17. Creating brand names is easy -- Myth 18. Brands are just consumer goods -- Myth 19. Brands are just about what happens on the outside -- Myth 20. There is no such thing as brand loyalty.
Summary: "A brand is just a logo and a way of charging you more for a product- everyone knows that, don't they? After all, there is no such thing as brand loyalty, and isn't branding all fluff and art, devoid of rigour and science? These myths are all surprisingly entrenched, yet could not be further from the truth. Myths of Branding debunks the most popular misconceptions and replaces them with the reality of what it's really like to work in the world of branding and why it's such an important and effective industry. Branding experts Simon Bailey and Andy Milligan explore the misguided, mistaken and blatantly false myths that abound in the branding arena, using fascinating examples from the world's leading brands and foremost branding agencies. Myths of Branding will give you a deeper and sharper understanding of the realities of branding and brand management."--Back cover.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Books Books Symbiosis Institute of International Business General Stacks General Book 658.8 (Browse shelf(Opens below)) Available SIIB-B-17178

Includes bibliographical references and index.

Myth 1. Brands are just a way of charging you more for the same product -- Myth 2. Once lost, trust can never be rebuilt -- Myth 3. A strong brand can be used to prop up a bad business -- Myth 4. Technology is diminishing the power of brands -- Myth 5. Branding is just about the logo and advertising -- Myth 6. Brands don't have financial value -- Myth 7. Differentiation is dead. Distinctiveness matters -- Myth 8. The customer is always right -- Myth 9. You need many decades to build a truly global brand -- Myth 10. A brand is 'owned' by the marketing department -- Myth 11. Brand purpose is just CSR by another name -- Myth 12. Customers are seeking a personal relationship with your brand -- Myth 13. Branding is subjective. It's all fluff and art with no rigour and science -- Myth 14. In certain types of business, brands don't really matter -- Myth 15. Branding has nothing to do with the customer experience -- Myth 16. Branding is all about the product -- Myth 17. Creating brand names is easy -- Myth 18. Brands are just consumer goods -- Myth 19. Brands are just about what happens on the outside -- Myth 20. There is no such thing as brand loyalty.

"A brand is just a logo and a way of charging you more for a product- everyone knows that, don't they? After all, there is no such thing as brand loyalty, and isn't branding all fluff and art, devoid of rigour and science? These myths are all surprisingly entrenched, yet could not be further from the truth. Myths of Branding debunks the most popular misconceptions and replaces them with the reality of what it's really like to work in the world of branding and why it's such an important and effective industry. Branding experts Simon Bailey and Andy Milligan explore the misguided, mistaken and blatantly false myths that abound in the branding arena, using fascinating examples from the world's leading brands and foremost branding agencies. Myths of Branding will give you a deeper and sharper understanding of the realities of branding and brand management."--Back cover.

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