Overview

Rediscover an increasingly complex field in terms you already know: yourself! With Demystifying Corporate Branding, you come away with an original approach that brings branding down to earth. WHAT MAKES THIS BOOK DIFFERENT FROM OTHER BOOKS? This book's original and innovative approach shows that the complex processes behind corporate branding aren't really so different from the techniques you use all the time in your everyday life. In this refreshing, wholly relatable guide, you'll see how your own experience can shed light on the ways brands go about developing identity and managing corporate reputation. This is not a guide to personal branding; it's a practical and enlightening analysis of how both companies and individuals develop and express their identity, based on life purpose, values, values, methods of communication, and the experience they deliver. By steadily drawing on real-life examples and everyday experience, this guide provides a clear-cut and still profound overview of the fundamentals of corporate branding in terms that anyone can grasp. WHO IS THIS BOOK INTENDED FOR? Demystifying Corporate Branding is perfect for professionals who are just getting started in the field, and anyone studying or working in communications, advertising, design, marketing, sales, human resources, corporate strategy or other business-related disciplines. More experienced branding professionals will come away with a fresh take on a standard topic and a new perspective on their work. This quick guidebook allows you to gain a solid understanding of the world of corporate branding without getting lost in the details. And it may very well show you that you actually know more about corporate branding than you think! CONTENTS Brand Values and Purpose Brand Awareness Brand Visual Expression (Brand Identity Design) Brand Verbal Expression Tone of Voice Brand Consistency Brand Guidelines Marketing Channels Brand Experience Brand Reputation Brand Preference Brand Management Brand Protection Personal Brands Reputation Management Creativity in Communications Ethical Principles in Branding Corporate Brand Management Disciplines

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9781793218070

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