Insightful Branding

Brands and branding are inescapable parts of life in the 21st century. Even young children can easily identify countless logos; as adults, we develop brand preferences that include feelings of trust and loyalty, even when branding is the only significant difference between product or service offerings. The typical consumer lives, works, and plays in a crowded "brandscape" that we've grown comfortable with. The average person can tell you that yes, brands exist, but that same person will probably be unable to articulate why, exactly, they are so importantthat brands are, in fact, the "connective tissue" that facilitates consumer relationships with organizations and their offerings. Primarily aimed at undergraduates interested in pursuing a career in marketing, advertising, PR, or a related industry, this book is also suitable for entrepreneurs looking for an accessible guide to building a brand, or for practically anyone interested in learning more about branding. No significant background knowledge of business procedure or marketing is necessary. Written in a personable, engaging, and friendly style, the book begins by illustrating the evolution of brands over the centuries, then turns to an examination of the many responsibilities and expectations put upon a successful brand. The text also walks students through the basic process of building a brand from scratch, highlighting potential opportunities and pitfalls along the way. Topics covered include the STP (segmentation, targeting, and positioning) model, developing vibrant buyer personas, using psychological principles to develop resonant brand livery, building sturdy brand personalities, and using the tools of the trade to connect the potential customer to an appropriate brand.