Branding Your Business: Business Success (Kogan Page)
Autor James Hammonden Limba Engleză Paperback – 2 mar 2011
Based on the theory that a brand is the total perception a customer has about a company, its products, and its services, Branding Your Business reveals what to do to create and manage successful brands. By focusing on the role emotions and senses play in the decision to make a purchase, author James Hammond enables entrepreneurs to improve profits.
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Specificații
ISBN-13: 9780749462963
ISBN-10: 0749462965
Pagini: 288
Dimensiuni: 138 x 216 x 16 mm
Greutate: 0.36 kg
Ediția:Revizuită
Editura: Kogan Page
Seria Business Success (Kogan Page)
ISBN-10: 0749462965
Pagini: 288
Dimensiuni: 138 x 216 x 16 mm
Greutate: 0.36 kg
Ediția:Revizuită
Editura: Kogan Page
Seria Business Success (Kogan Page)
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Cuprins
Acknowledgements viii
About the author ix
Introduction 1
01 Just what is a brand? 6
Who is the customer? 15
02 Branding the heart as well as the head 26
Two pathways to purchasing 29
How many emotions are there? 31
Maslow's Hierarchy of Human Needs 36
Adaptive or supportive emotions - you decide 39
03 How perception creates emotion 50
Generating emotions 52
04 Perception and long-term memory 57
Reception 57
Selection 59
Interpretation 63
Reaction 65
Long-term memory 70
05 Foreground and background 73
06 Looking like your brand 77
Creating a visual brand identity 79
What's in a name? 90
Use technology to your advantage 91
07 Your BodyBrand 93
Visual communication - up close and personal 97
Seeing eye to eye with your customers 98
Standing up (or sitting down) for your brand 99
Handshakes from hell 100
Give yourself a body check 101
08 Talking the walk 103
Speech 104
Reasons for customer contact 110
09 Putting your brand on the right track 120
Audio logos and jingles 112
Giving customers audio guidance 1l6
Spatial enhancement 127
10 The sweet smell of brand success 135
Smells evoke memories 136
Singapore girl sensory brand 139
Defining your brand's smell 140
Your Brandscent environment 141
Scenting the product or service 143
Aromatic publicity and promotions 146
Your personal scent: good or bad idea? 151
Use scents and aromas with care 153
11 Branding the taste buds 155
Getting the edge in food and drink 156
A tasty non-food business 157
Sweet ways to brand your business 158
Taste buds and business tie-ins 161
12 Brand touch and feel 165
Gelling in touch with your brand 166
Bringing your brand to the surface 174
Branding on the can 176
Using touch in a service business 178
13 Building your Brand Halo 186
The idea behind a Brand Halo 188
The right parts of your business - but not all parts 189
Customer-contact timeline 191
Creating your Brand Reflections 196
Your Brand Halo 199
14 Your Brand Halo Handbook 211
Your choice of contents 212
A sample page from the Brand Halo Handbook 213
A handbook for your business - and your people 215
15 Your Brand Halo Storybook 217
The need for stories today 218
Animals do the funniest things…like build strong Brands 221
16 Creating your Brand Halo Storybook 227
Your BrandMe Story 228
Tell your story like you mean it 230
Your BusinessBrand story 230
Your PeopleBrand story 234
Selecting your potential employees 238
Retaining your people 241
Your BrandBite 242
Creating a slogan or strapline 246
17 Branding and Social media 250
So who's got it right 251
Can brands play a part in social media? 255
The three R's of social media 258
Points to consider 261
18 Final thoughts 264
References 267
Index 269
About the author ix
Introduction 1
01 Just what is a brand? 6
Who is the customer? 15
02 Branding the heart as well as the head 26
Two pathways to purchasing 29
How many emotions are there? 31
Maslow's Hierarchy of Human Needs 36
Adaptive or supportive emotions - you decide 39
03 How perception creates emotion 50
Generating emotions 52
04 Perception and long-term memory 57
Reception 57
Selection 59
Interpretation 63
Reaction 65
Long-term memory 70
05 Foreground and background 73
06 Looking like your brand 77
Creating a visual brand identity 79
What's in a name? 90
Use technology to your advantage 91
07 Your BodyBrand 93
Visual communication - up close and personal 97
Seeing eye to eye with your customers 98
Standing up (or sitting down) for your brand 99
Handshakes from hell 100
Give yourself a body check 101
08 Talking the walk 103
Speech 104
Reasons for customer contact 110
09 Putting your brand on the right track 120
Audio logos and jingles 112
Giving customers audio guidance 1l6
Spatial enhancement 127
10 The sweet smell of brand success 135
Smells evoke memories 136
Singapore girl sensory brand 139
Defining your brand's smell 140
Your Brandscent environment 141
Scenting the product or service 143
Aromatic publicity and promotions 146
Your personal scent: good or bad idea? 151
Use scents and aromas with care 153
11 Branding the taste buds 155
Getting the edge in food and drink 156
A tasty non-food business 157
Sweet ways to brand your business 158
Taste buds and business tie-ins 161
12 Brand touch and feel 165
Gelling in touch with your brand 166
Bringing your brand to the surface 174
Branding on the can 176
Using touch in a service business 178
13 Building your Brand Halo 186
The idea behind a Brand Halo 188
The right parts of your business - but not all parts 189
Customer-contact timeline 191
Creating your Brand Reflections 196
Your Brand Halo 199
14 Your Brand Halo Handbook 211
Your choice of contents 212
A sample page from the Brand Halo Handbook 213
A handbook for your business - and your people 215
15 Your Brand Halo Storybook 217
The need for stories today 218
Animals do the funniest things…like build strong Brands 221
16 Creating your Brand Halo Storybook 227
Your BrandMe Story 228
Tell your story like you mean it 230
Your BusinessBrand story 230
Your PeopleBrand story 234
Selecting your potential employees 238
Retaining your people 241
Your BrandBite 242
Creating a slogan or strapline 246
17 Branding and Social media 250
So who's got it right 251
Can brands play a part in social media? 255
The three R's of social media 258
Points to consider 261
18 Final thoughts 264
References 267
Index 269
Recenzii
"...highly recommended for any community library business collection and anyone who may have to manage a brand." -Midwest Book Review
Notă biografică
James Hammond has over 30 years of experience working in brand management and strategy, consulting for many blue chip organizations, including Virgin, Honda, and EMI. He has created and chaired key European conferences on Customer Care and Managing Change.
Descriere
A successful business must create a memorable brand and fix it in the consumer's mind. "Branding Your Business" helps entrepreneurs do this by explaining the whole branding process in easy-to-follow terms.