000			03235cam a2200469 i 4500
001			20640347
003			OSt
005			20241113125327.0
008			180822t20182018at a b 000 0 eng d
010			_a 2018303535
020			_a0190311509
020			_a9780190311506
035			_a(OCoLC)on1012518363
040			_aYDX _beng _cIIMV _erda _dBDX _dNZWPM _dUNL _dNLHHG _dOCLCF _dDLC
042			_alccopycat
050	0	0	_aHD69.B7 _bR654 2018
082	0	0	_a658.827 _223
100	1		_aRomaniuk, Jenni, _eauthor. _933563
245	1	0	_aBuilding distinctive brand assets / _cJenni Romaniuk.
264		1	_aAustralia; _aNew Zealand : _bOxford University Press, _c2018
264		4	_c©2018
300			_axix, 186 pages : _billustrations ; _c24 cm
336			_atext _2rdacontent
337			_aunmediated _2rdamedia
338			_avolume _2rdacarrier
504			_aIncludes bibliographical references (pages 177-186).
520			_aThis book is for anyone with a brand. It is a book about future-proofing your brand's identity. It will help you set up a long-term strategy to build Distinctive Assets, and tell you what you need to do to protect them. Do you want to get better at branding? You'll learn which strategies and actions work, as well as which ones don't, to help you take advantage of opportunities and avoid minefields. Building Distinctive Brand Assets is for anyone with a brand logo, font or colour scheme, and is essential reading for those who have wondered if (or have been told) it's time for a change. Readers will learn how to set up a long-term strategy to build a strong brand identity, and how to make use of knowledge, metrics and management systems in order to build and protect a brand's Distinctive Assets. Building Distinctive Brand Assets is divided into three sections that capture the processes involved in brand asset creation, implementation and ongoing management. The first section is focuses on strategy, and covers how Distinctive Assets are created and their role in a broader brand equity building. The second section covers measurement approaches, and how to use and interpret key metrics. The third section delves into the strengths and weaknesses of different types of assets and introduces the idea of a Distinctive Asset palette. This section also outlines how to set up a Distinctive Asset management system to provide an early warning system to identify potential threats before they evolve into major issues.
650		0	_aMarketing.
650		0	_aBrand name products _xManagement. _9192
650		0	_aBranding (Marketing)
650		0	_aAdvertising _xBrand name products. _933564
650		0	_aAdvertising _xPsychological aspects. _933565
650		7	_aAdvertising _xBrand name products. _2fast _0(OCoLC)fst00797554 _933566
650		7	_aAdvertising _xPsychological aspects. _2fast _0(OCoLC)fst00797734 _933567
650		7	_aBrand name products _xManagement. _2fast _0(OCoLC)fst00837891 _9192
650		7	_aBranding (Marketing) _2fast _0(OCoLC)fst01743755
650		7	_aMarketing. _2fast _0(OCoLC)fst01010167
650		7	_aHandelsmerken _2gtt _933568
906			_a7 _bcbc _ccopycat _d2 _encip _f20 _gy-gencatlg
942			_2ddc _cBK
999			_c6321 _d6321