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Brand Aid: An Easy Reference Guide to Solving Your Toughest Branding Problems and Strengthening Your Market Position
by Brad VanAuken
Product Group: Book
Publisher: AMACOM (2003-07-07)
ISBN: 0814406815
EAN: 9780814406816
Dewy Decimal #: 658.827
Hardcover: 320 pages
Edition: 1st
SKU: 08070266
Condition: Very Good Very Good
Comments: Hardcover. Very good condition with very good binding, clear text and very good dustjacket with Mylar cover. Ex-library copy with usual library markings. Minor shelfware to edges of cover and DJ. Nice copy.
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Editorial Reviews
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Product Description
Written by an acknowledged expert with 20 years of experience building world-class brands, Brand Aid is a day-to-day quick-reference guide that provides solutions for the 40 most pressing problems faced by brand managers. This comprehensive, practical how-to guide also gives readers 17 invaluable end-of-chapter checklists to help them assess and advance their own brand management efforts. Succinct and easy-to-read, it features exercises, formulas, case studies, proprietary research findings, and other useful tools -- including a template to help them do a complete brand audit. Brand Aid covers topics ranging from research, positioning, and advertising to brand equity management, legal issues in brand management, and creating a brand-building organization. It includes an overview of the entire brand management and marketing process, as well as in-depth discussions of brand building on the Internet and internal brand building. A treasure trove of techniques, templates, and rules of thumb, Brand Aid! is an indispensable roadmap for anyone responsible for building their organization's brand.
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Customer Reviews
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Most thought provoking branding book I've ever read
Rating  (5)
Date: 2008-07-31
I run a very small business that designs and manufactures products for a crowded micro market. We were looking for a book or resource that would help gather our thoughts into a concise executable plan.
Wow does it feel like this book came through for us. It is quite literally a well structured set-by-step guide at how to look at your brand, dig down into its nitty gritty and focus on building a better brand. The end of each chapter has numerous questions that it wants you to answer. Though not every business can answer all of these, they do force you to take a deeper look into what the heck you are really doing.
Of all the business, marketing, branding, positioning books I have read, this has to top them all.
This book should have far more positive reviews and should be at the top of your list!
Don't believe me? then get it from your local library first as I did. I now have my permanent copy on its way. I will forever reference this book.
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brand aid
Rating  (4)
Date: 2008-01-02
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
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The Good Brand Book
Rating (5)
Date: 2006-12-24
Our company does web design, graphic design, corporate communication. I like this book that is not only an easy reference guide, but also a comprehensive approach to branding. The book can stand alone as a Brand teach-in, and require no prior knowledge about branding. The book is also relatively complete and can be used as taxt book or self-learning Branding book. This book is good.
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most helpful marketing book I ever read
Rating (5)
Date: 2003-12-10
2 out of 2 customers found this reveiw helpful
Most helpful marketing book I ever read. It had information I never knew I needed in a brief,descriptive format that I put to use while finishing the book. The reference materials were also very helpful.
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Required Reading on Brand Management
Rating (5)
Date: 2003-09-20
9 out of 9 customers found this reveiw helpful
"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.
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