An edition of Building brand momentum
(2008)
Building brand momentum
strategies for achieving critical mass
by Robert A. Sevier
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The book examines the role key people and groups play in developing a brand strategy, outlines ideas for winning internal support, and presents options to help you more effectively communicate your brand. The book also looks at ways to extend your brand through traditional and not-so-traditional media and channels and offers a careful review of brand budgeting and measuring brand return on investment. Finally, the book addresses the need for institutional hustle as part of your brand strategy --Back cover.
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Previews available in: English
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United States| Edition | Availability |
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Building brand momentum: strategies for achieving critical mass
2008, Strategy Publishing
in English
097105973X 9780971059733
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Book Details
Table of Contents
What is a brand and why you need one
Key terms and relationships
Demystifying integrated marketing communication
An interview with Don Schultz
Essential brand concepts
The four key steps to an effective brand strategy
Key people, key roles
Winning internal support for your brand strategy
Step 1: make a promise that matters
Options for differentiating your institution from your competitiors
An interview with Jack Trout
Elements of the brand portfolio
Developing an effective brand architecture
Step 2: communicate your brand promise
Developing an effective brand creative
Step 3: Live your brand promise
Experience marketing
Using research to refine your brand strategy
Step 4: strengthen your brand promise
Extending your brand
Marketing the complex college or university
Measuring brand ROI
Brand dollars and sense
What will it take?
Hustle as strategy
Appendix A : glossary
Appendix B : bibliography.
Edition Notes
"A user's guide for developing, launching, and sustaining a strong brand"--Cover.
Includes bibliographical references (pages 269-271).
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