Books like Micro branding by T. Scott Gross

A critical examination of global branding, corporate power, and consumer culture that reveals the social, political, and environmental consequences of multinational marketing practices.

A definitive guide outlining the 22 essential rules for building and sustaining powerful brands, now expanded with new commentary, illustrations, and an additional volume on internet branding.

"Through in-depth analyses of Genuine Brands - Hallmark Cards, Hampton Inn, Lexus, Whirlpool, Starbucks, Citibank, and Charter Club - Duane Knapp presents his unique five-step plan that any organization can follow to become a Genuine Brand in the minds of the customers. First, there is the Brand Assessment: how do your stake-holders - customers, suppliers, employees, etc. - perceive the brand? Second, BrandPromise: what should the brand uniquely promise? Third is Brand Blueprint: how will you communicate the brand? The fourth step is Brand Culturalization: how each and every employee must understand and adopt the BrandPromise. The first four steps all lead to the final step, Brand Advantage: how should the organization nurture, enhance, and innovate the brand? In addition to the case studies that demonstrate the application of each step, Knapp provides detailed process guides to simplify the process of becoming a Genuine Brand."--BOOK JACKET.

David Aaker teaches managers to build a brand portfolio strategy that aligns with business goals, offering tools for relevance, differentiation, and clarity across master brands, subbrands, and extensions.

How challenger brands can compete against brand leaders.

"A revised new edition of the bestselling toolkit for creating, building, and maintaining a strong brand. From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity, Fourth Edition offers brand managers, marketers, and designers a proven, universal five-phase process for creating and implementing effective brand identity. Enriched by new case studies showcasing successful world-class brands, this Fourth Edition brings readers up to date with a detailed look at the latest trends in branding, including social networks, mobile devices, global markets, apps, video, and virtual brands. Features more than 30 all-new case studies showing best practices. Updated to include more than 35 percent new material. Offers a proven, universal five-phase process and methodology for creating and implementing effective brand identity"--

Written by the leaders of the experiential movement, Experiential Marketing documents the failure of traditional marketing techniques in reaching today's changing customers and lays out a blueprint for exploiting a new marketing paradigm. With more customers avoiding or ignoring ads, marketers need a new way to reach them--and companies such as Nike, HP, Anheuser-Busch, and Procter & Gamble that have turned to face-to-face "experiences" are generating billions in sales, expanding customer reach, and building stronger relationships with consumers who buy more, buy quicker... and buy forever. Using hundreds of case studies, exclusive research, and interviews with more than 150 global brands spanning a decade, Smith and Hanover present an incredibly in-depth and compelling portrait of how companies around the world are using--and will use--experiences as the drivers of invented marketing mixes. -- Provided by publisher.