Marketing

The essentials of branding from The Big Book of Marketing McGraw-Hill, 2010

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contents Introduction The difference between a brand and branding Starting a branding project Start with the right reason Start with the right commitment Start with the right business strategy Start with the right focus: Customers Analyze the brand’s equity Uncover insights and identify opportunities The brand strategy Defining the brand idea Defining the brand architecture Defining the brand personality Producing the creative brief Creating the brand experience Crafting the verbal identity Designing the visual and sensory identities Testing verbal and visual identities Delivering the brand experience Managing a brand Measuring the performance of a brand Tracking brand strength Measuring brand value Case study: BP Delivering the brand promise

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© 2010 The McGraw-Hill Companies. All rights reserved. Landor Associates is one of the world’s leading strategic brand consulting and design firms. Landor is part of WPP, one of the largest global communications services companies. Visit Landor at landor.com.

The essentials of branding

Introduction It is incredibly rare for a product or organization to be without a brand. There are museum brands (Guggenheim, Smithsonian), people brands (Martha Stewart, David Beckham), political brands (Obama versus McCain, Labour versus Conservatives), destination brands (Australia, Hong Kong), sport brands (Manchester United, New York Yankees, Super Bowl), nonprofit brands (Red Cross, Oxfam, RED), branded associations (YMCA, PGA, Association of Zoos and Aquariums), along with the product, service, and corporate brands with which we are all familiar. Many old marketing textbooks talk about brands versus commodities (no-name products), but in today’s world very few true commodities are left. Even basic foodstuffs have...