Best Practices: Branding

Topics:
Brand Management
Tags:
Best Practice,
Brand,
Branding,
Corporate Communications,
Marketing,
Public Relations,
TEC
Source:
TEC

FREE Registration is required

Overview: What is a brand? Is it defined by your company logo? Your product packaging? Your expensive advertising and public relations campaigns? According to TEC Best Practices branding experts Duane Knapp and Tryg Jacobson, these are all elements of branding, but by no means the whole story. In fact, they contend, the notion of branding is misunderstood by even the most marketing-savvy organizations. Because it incorporates the customer's viewpoint,a "brand promise" differs from a company's mission or vision statement. It must focus on answering three questions: What business is our brand in?, What differentiates our products and services from our competitors?, and What is superior about the value we offer our customers? Read on to know more about Brand Management.

(Is this item miscategorized? Does it need more tags? Let us know.)

Format: HTML | Date: Jan 2002 | Pages: 7

People who downloaded this item also downloaded

White Paper Journal of Management Excellence - Building Trust
White Paper What Is Branding?
White Paper Branding's Dirty Little Secret
White Paper A Great Brand Means Nothing If No One Knows About It
White Paper Branding And Positioning Go Hand-In-Hand To Create Market Winners

Top results from Brand Management

White Paper ONE Oracle News for Midsize Organizations - Issue 05
White Paper Journal of Management Excellence - Building Trust
White Paper How to Market and Sell Services with Webinars
Case Study Case Study Kraft Food
Case Study Universal studios television USA cable networks

» View all Brand Management listings

advertisement
advertisement
  • Click Here
  • Click Here
  • Click Here
advertisement

Returning users: Log In Here!

Already registered on BNET, TechRepublic, or ZDNet? Simply log in.

Free Membership: Sign Up Now!

Sign up for a free membership today and get instant and unlimited access to one of the largest databases of white papers, webcasts, and casestudies anywhere. Your FREE membership allows you to:

  • Download an unlimited amount of content, including classic and current white papers, case studies, webcasts and more
  • Track content on your chosen topics of interest
  • Receive targeted email alerts when your favorite content is added
  • Save content for future reading
  • Receive our member newsletter

When you register to access this directory, you become a member of BNET. In addition, you allow us to share your information with companies that produce products or services featured in the library--so that such companies may contact you with information and offers regarding their products and services. This enables us to keep the library a free service. As a directory registrant, you will receive a complimentary subscription to the BNET member newsletter, The BNET Report. You can unsubscribe from this newsletter at any time. By clicking the Sign up button, you indicate that you agree to our Terms and Conditions and have read and understand our Privacy Policy (updated).