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Brand Aid: An Easy Reference Guide to Solving Your Toughest Branding Problems and Strengthening Your Market Position (Englisch) Gebundene Ausgabe – 1. März 2011


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"Entrepreneur: ""It's great to have a strong brand customers love and are happy to pay a premium for, but when a brand gets overextended, underadvertised, overpriced or develops other problems, few entrepreneurs know what to do. In Brand Aid, author and marketing consultant Brad VanAuken goes a long way toward remedying these problems...Brand Aid is a significant addition to the brand marketing library."" Midwest Book Review: ""Of all the books I've read on marketing and branding, this one is the shining star! I'll also go out on a limb and assert that it's one of the best books I've seen published by AMACOM."" BookViews.com: ""Quite possibly the best book I have seen on the topic of creating and maintaining a 'brand' is Brad VanAuken's Brand Aid. It will prove to be a powerful resource to anyone wrestling with the challenge of the entire process of building a high-impact brand and trouble-shooting the issues that come with it. If you want your company to become the next Nike, Disney or Absolut, this is the one book you want to read. And then read again!"" PoolOnline.com: ""Brand Aid] is immensely readable and even entertaining with a plethora of examples of problems faced by well-known brands. It is an eye-opener into the tactics of 'spammers' and can even help you to understand why you computer behaves in certain ways when a Web site operator has built in features that attract you to the site but also keep you there when you want to leave."" MarketingSherpa.com: ""It's [Brand Aid] terrific. It's packed with useful research data and checklists on everything from how to write an agency brief to 22 reasons why great brands decline."" Quirkis Marketing Research Review: ""My desk has been home to a bumper crop of worthwhile new books on brands and branding for the past several months.A standout in the group is Brand Aid by Brad VanAuken, which offers an almost encyclopedic look at every step in the brand process.Highly recommended."" Journal of Product and Brand Management: ""If you are a beginner in the world of branding, you will find Brand Aid an enjoyable and helpful read to get you started. For a seasoned brand manager, Brand Aid will prove itself to be a source of fresh ideas and new ways of thinking."""

Über den Autor und weitere Mitwirkende

Brad VanAuken (Honeyoye Falls, NY) is the President and founder of BrandForward, Inc. He was previously the Vice President of Marketing at Element K, and the Director of Brand Management and Marketing at Hallmark Cards.

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Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)

Amazon.com: HASH(0x901a32dc) von 5 Sternen 12 Rezensionen
17 von 18 Kunden fanden die folgende Rezension hilfreich
HASH(0x90d5fe7c) von 5 Sternen Invaluable Resource for Every Business Leader 8. August 2003
Von Roger E. Herman - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
Of all the books I've read on marketing and branding, this one is the shining star! I'll also go out on a limb and assert that it's one of the best books I've seen published by AMACOM. With those superlatives in place, let's look at the book.
The challenge of market positioning, business-to-consumer and business-to-business, has intensified. Buyers' minds have become crowded-no, cluttered-with a bombardment of messages urging them to select one product or service over another. Organizations that desire to positively influence people about their offerings must be concerned about brand. And "organizations" encompasses more than just manufacturers, retailers, and other for-profits. Not-for-profits, schools, civic groups, causes, and even individuals need to pay more attention to developing, enhancing, and defending their brands.
This high-content book is written for beginners as well as those who think they know at least something about what they're doing. In chapter after chapter, "Brand Aid" delivers critical knowledge that is both educational and though-provoking. The chapters conclude with sets of questions to help readers measure just how well they're doing...and what needs to be done. No matter how good you think you are, you will find reinforcement and unsettling feelings for work to be done in each of these check-off lists. "Did You Know" inset boxes throughout the book provide interesting facts, case studies, and other material to effectively supplement the primary text. The three appendices deliver even more knowledge...and challenging questions.
As I read this book, I felt like I was taking a college course-maybe a graduate course-in branding. I found myself wanting to talk with the professor to explore even further than the depth I was experiencing. The style of the book is quite engaging and will certainly hold the interest of people in the field. I'd recommend it as well for business owners and executives who may not be directly involved with branding; indirectly, you are a part of the process, and gleaning the messages and insights in this book will enable you to serve as a much more effective leader.
The comprehensive index and the book's website make "Brand Aid" even more useful. A glimpse of the cover and acknowledgement of what comes immediately to mind will stimulate your thinking, then turning the pages will start you on an exciting adventure. You'll be motivated to take action from practically every chapter, so get ready for an application-oriented reading experience. Great as a read-through and as a reference book.
9 von 10 Kunden fanden die folgende Rezension hilfreich
HASH(0x90d5fed0) von 5 Sternen Required Reading on Brand Management 19. September 2003
Von Thomas J. Miller - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
"Brand Aid" is the most comprehensive of all the materials that I've read on brand management. It is packed with resources to gain understanding in what branding is and how it can be implemented to benefit an organization. The case studies are engaging and relatable, and the checklists are thought provoking. The succinct content in each chapter makes this book an invaluable reference tool.
Even the most basic branding concepts in the early chapters were insightful and deepened my belief in the importance of building strong relationships with customers and employees.
My organization began a branding initiative earlier this year. I now wish I had read "Brand Aid" before we started. This book should become required reading for all business leaders responsible for driving the growth of their organizations.
Thomas J. Miller
Product Marketing, Director
Newport Corporation, Inc.
8 von 11 Kunden fanden die folgende Rezension hilfreich
HASH(0x90d65324) von 5 Sternen Book Sets Standard in Field of Branding 29. Juli 2003
Von Ein Kunde - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
I found the book "Brand Aid" highly informative and I believe VanAuken has set a new standard in the study of branding. Whether it's the Case Studies, "Did You Know?" items or checklists throughout the book, he is able to provide PRACTICAL advice that can be used to develop or enhance brands.
This book could very well become the "Bible" for branding now and in the future. I would give it 5-plus stars.
1 von 1 Kunden fanden die folgende Rezension hilfreich
HASH(0x90d656d8) von 5 Sternen brand aid 2. Januar 2008
Von J. Cantwell - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe Verifizierter Kauf
I'm half way through the book at this point and find it to be very useful as a marketing tool. I teach at the college level and have my own marketing services company (SkyLimit Marketing, Lebanon, Pa). I am a firm believer in the integrated marketing approach to the whole marketing process for my clients. Everything begins with customer needs and works out from there.
The input found in Brand Aid is consistent with this approach and sheds light on the value and power of "the brand". The book is structured in a practical and useful way for any marketer or teacher of the subject. Good work! Jack Cantwell
1 von 1 Kunden fanden die folgende Rezension hilfreich
HASH(0x90d653c0) von 5 Sternen Great stuff from a guy who knows what he's talking about 19. Januar 2011
Von B - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe Verifizierter Kauf
I have read countless brand books, most of which are pretty average, but I put Brand Aid in my top three. It's real world, practical and insightful stuff written by a guy whose been there and done it. I would even put this ahead of books authored by 'gurus' Aaker and Keller because it is so practical. It's getting on a bit since it was published, but all of the lesson are absolutely applicable today. Great job.
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