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Bibliography & Webography

5 Reference Books

1/ Brand Thinking and Other Noble Pursuits by Debbie Millman, Published October 10th 2011 by Allworth Press

 

One of the more lofty books about branding, this book examines why people feel the need to express themselves through what they buy. In a market saturated by millions of choices, this book explores how the consumer decides.

 

2/ How Brands Become Icons by Douglas Holt, Copyright 2004 Harvard Business School Publishing Corporation

 

The best way to learn is from studying the best and this book helps you do that. Read about how brands like Coca-Cola went from simple to iconic.

 

3/ Emotional Branding by Marc Gobé, ‪Skyhorse Publishing, Inc., December  2013

 

This book said social media would be one of the biggest players in marketing to a younger generation. So what? It said it in 2001. And if that's not enough, it's techniques helped Barack Obama get elected.

 

4/ Logo Design Love by David Airey, August 30, 2014

 

In Logo Design Love, David shows you how to develop an iconic brand identity from start to finish, using client case studies from renowned designers

 

5/ Designing Brand Experiences by Robin Landa, Published September 2nd 2005 by Delmar Thomson Learning

 

Brands are more than just products; they’re a collection of the fun times and memories we have when consumers are using the product. This book shows you how to introduce potential customers to the idea of the experiences they could have with your brand.

5 Scientific Articles

 

1/ in, H. and Bernd, S. ( 1996), 'Product-Category Dynamics and Corporate Identity in Brand Extensions: A Comparison of Hong Kong and U.S. Consumers', Journal of Marketing 5(1): pp 77-89.

 

2/ Josko, B., Bernd, S and Lia. Z. ( 2009), 'Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?', Journal of Marketing 73: pp 52-68.

 

​3/ Whan, C., Bernard, J. and Deborah, M. (1986), "Strategic Brand Concept-Image Management', Journal of Marketing 50: pp 135-145.

 

4/ Bernd, S. (1995), 'Issues of Corporate Identity in East Asia', The Columbia Journal of World Business : pp 28-35.

 

5/ Yi, Z., (2015), ' The Impact of Brand Image on Consumer Behavior: A Literature Review', Open Journal of Business and Management (3): pp 58-62.

5 Websites Links

Buiding a brand more than a logo

For many new businesses and startups, failure is not an option to be considered. Unfortunately, failure is exactly what the majority of new companies face the first time they introduce their brand on the internet. Far too often, e-commerce endeavours fail and the sad part is that most of the time, the owner has no idea what may have happened.

If this sounds like something you have been through, it may be time to take a good, long look at your branding strategy.

Brand Strategy

Your brand strategy defines what you stand for, a promise you make, and the personality you convey. And while it includes your logo, color palette and slogan, those are only creative elements that convey your brand. Instead, your brand lives in every day-to-day interaction you have with your market..........

Why is branding important when it comes to your marketing ?

Brand can be a name, term, sign, symbol or design, or a combination of  these elements that identify products or  services of a seller.  These elements  differentiate the goods and or service from other sellers. 

Branding is not only about getting your target market to select you over the competition, but it is about getting your prospects to see you as the sole provider of a solution to their problem or need............

The Basic of Branding

Learn what this critical business term means and what you can do to establish one for your company.

Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does "branding" mean? ........

How to write a winning, own-able and motivating Brand Positioning Statement

Marketers face limited resources that they apply to an unlimited choices. The role of the Brand Positioning Statement is to take everything you know about your brand and begin making focused decisions on who you will serve, what you will say that is unique, own-able and motivating to get consumers to think, feel and act differently to create a bond that is stronger than what the product alone could do......... 

5 Blog Articles

Brand Essence: Tell It Like It Is
APRIL 23, 2014 BY JENNIFERC

Remember what Amazon’s Jeff Bezos said about your brand being “what people say about you when you aren’t in the room”? This is what brand essence is all about.

What really sums you up? This is your brand essence. Basically, the phrase communicating the trade name’s fundamental nature that is associated with products made by your company is the long definition of what a brand essence is. ..........

5 Examples of Great Brand Positioning Strategy
May 13, 2015  Posted by Harris Roberts

Great brand strategy revolves around clearly articulating your differentiation against competitors. You must continually push these differentiators to customers. One of the best ways to achieve this is by aligning your branding with your unique value propositions.......

Building your Brand’s Success!
APRIL 29, 2014 BY RICHA

The value proposition of a company is the foundation on which its marketing strategy is based on; it presents all the benefits and values that the business promises to deliver to its customers. For example the value proposition of Red Bull energy drink is to fight mental and physical fatigue. The company brand tagline goes “It gives you wings” and surely it does! With this innovative marketing strategy and value proposition, Red Bull has covered 70% of the energy drinks market share........

7 Essentials for a Strong Company Brand
August 11, 2015  Written by Carly Stec

Let's say you've come to the difficult realization that quite frankly your brand -- if you can even call it that -- is all over the place. Or perhaps worse, you have a defined brand, but you're noticing that it just doesn't seem to mesh with who you really are and what you really do. 

Don't panic..........

A Complete Process for Developing a Content Style Guide
Written by Nic Evans, Copywriter, Distil

When it comes to content, consistency is key.

Companies and brands are finally considering content to be team-wide effort, which is exactly how it should be. This is a move that needs to be supported by the right tools and understanding.

Consistency and brand messaging can suffer if guidelines aren’t in place. This is why a content style guide is invaluable..........

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