Myths of Branding

Dispel the Misconceptions and Become a Brand Expert
2. Auflage 2022
ISBN: 978-1-3986-0815-3
Verlag: Kogan Page

Buch, Englisch, 264 Seiten, Format (B × H): 129 mm x 198 mm, Gewicht: 423 g

Reihe: Business Myths

A brand is just a logo - everyone knows that, don't they? After all, it's not as though a good brand can save a bad business, and besides, the digital revolution is making branding irrelevant...Myths of Branding , written by renowned branding experts Andy Milligan and Simon Bailey, explores the huge number of misguided, mistaken and blatantly false myths that abound in the branding arena. From the belief that developing brands is nothing more than fiddling with logos, to the perception that it's a 'soft' area of marketing that doesn't go beyond visual identity and that the customer is always right - these myths are all surprisingly entrenched, yet could not be further from the truth. Myths of Branding uses up-to-date case studies and witty examples to debunk these popular misconceptions, and replaces them with the reality of what it's really like to work in the world of branding. Jam-packed with entertaining anecdotes and useful information that practitioners can learn from, it guarantees a deeper, sharper understanding of the realities of branding and brand management. About the Business Myths series... The Business Myths series tackles the falsehoods that pervade the business world. From leadership and management to social media, strategy and the workplace, these accessible books overturn out-of-date assumptions, skewer stereotypes and put oft-repeated slogans to the test. Entertaining and rigorously researched, these books will equip you with the insight and no-nonsense wisdom you need to succeed.

Autoren/Hrsg.

Bailey, Simon

Milligan, Andy

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Chapter - 01: Myth 1 – Brands are just a way of charging you more for the same product;Chapter - 02: Myth 2 – Once lost, brand trust can never be rebuilt;Chapter - 03: Myth 3 – A good brand can prop up a bad business;Chapter - 04: Myth 4 – Technology is diminishing the power of brands;Chapter - 05: Myth 5 – Branding is just about identity;Chapter - 06: Myth 6 – Brands don’t have any real economic value;Chapter - 07: Myth 7 – There is no such thing as brand loyalty;Chapter - 08: Myth 8 – The customer is always right;Chapter - 09: Myth 9 – It takes large resources and years of effort to build a global brand;Chapter - 10: Myth 10 – A brand is 'owned' by the marketing department;Chapter - 11: Myth 11 – Brand purpose is about effective corporate social responsibility;Chapter - 12: Myth 12 – Customers are seeking a conversation with your brand;Chapter - 13: Myth 13 – There are no real tools to help you manage your brand;Chapter - 14: Myth 14 – In certain businesses, brands really don’t matter;Chapter - 15: Myth 15 – Branding has nothing to do with the customer experience;Chapter - 16: Myth 16 – Branding is all about the product

Über Autor(innen)

Milligan, Andy
Andy Milligan is a leading international consultant on brand and business culture. He has worked for almost 20 years advising major organizations on strategies for brand building, customer experience and internal culture. Andy appears regularly in the media to comment on brand issues and as well as Uncommon Practice, he is co-author of Don't Mess with the Logo and author of Brand it Like Beckham.

Bailey, Simon
Simon Bailey is partner at The Caffeine Partnership, an award-winning strategic consultancy which specialists in brand-led business growth. He is an experienced business leader, consultant and brand specialist who advises CEOs and senior professionals on how to use their brands to drive business growth. Simon Bailey was formerly the European CEO of Interbrand; prior to that he was the UK CEO of WPP agency the Brand Union. Simon has successfully led several businesses turn-arounds, helping to restore both profitability and market reputation. His agencies have twice been awarded 'Agency of the Year' by Marketing Magazine.

Andy Milligan is a leading international branding consultant. He has worked for almost 20 years advising major organizations on strategies for brand building, customer experience and internal culture, and comments regularly in the media on brand issues. He is the co-author of On Purpose and Bold.Simon Bailey is an experienced business leader and brand specialist who advises CEOs on using their brand to drive business growth. He was formerly European CEO of Interbrand and UK CEO of WPP agency the Brand Union. His agencies have twice been awarded 'Agency of the Year' by Marketing Magazine .