An edition of Building brand momentum (2008)

Building brand momentum

strategies for achieving critical mass

by

Cover of: Building brand momentum by Robert A. Sevier, Robert A. Sevier
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Last edited by ImportBot
October 23, 2021 | History
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An edition of Building brand momentum (2008)

Building brand momentum

strategies for achieving critical mass

by

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.

Publish Date
Publisher
Strategy Publishing
Language
English
Pages
272

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Previews available in: English

Subjects

College publicity, Universities and colleges, Public relations, Marketing

Places

United States

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Edition Availability
Cover of: Building brand momentum
Building brand momentum: strategies for achieving critical mass
2008, Strategy Publishing
in English
Libraries near you: WorldCat

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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).

Published in
Hiawatha, Iowa
Copyright Date
2008

Classifications

Dewey Decimal Class
658.8

The Physical Object

Pagination
xii, 272
Number of pages
272

ID Numbers

Open Library
OL35350291M
Internet Archive
buildingbrandmom0000sevi
ISBN 10
097105973X
ISBN 13
9780971059733
OCLC/WorldCat
228296277

Source records

Internet Archive item record
Promise Item

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