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    Fundamentals of Branding: Juta - Co.za/pdf/23137

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    Aatam Shah
    This document summarizes a book titled "Fundamentals of Branding". The 136-page book was published in 2013 and covers various topics related to branding such as the definition of branding, the role and advantages of branding, elements of branding like brand names and logos, packaging, positioning brands, planning and extending brands, and evaluating brands. The book is intended as an introduction to branding for students and provides real-life case studies to illustrate how branding concepts can be applied in practice.

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    Fundamentals of Branding: Juta - Co.za/pdf/23137

    Uploaded by

    Aatam Shah
    45 views3 pages
    This document summarizes a book titled "Fundamentals of Branding". The 136-page book was published in 2013 and covers various topics related to branding such as the definition of branding, the role and advantages of branding, elements of branding like brand names and logos, packaging, positioning brands, planning and extending brands, and evaluating brands. The book is intended as an introduction to branding for students and provides real-life case studies to illustrate how branding concepts can be applied in practice.

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    This document summarizes a book titled "Fundamentals of Branding". The 136-page book was published in 2013 and covers various topics related to branding such as the definition of branding, the role and advantages of branding, elements of branding like brand names and logos, packaging, positioning brands, planning and extending brands, and evaluating brands. The book is intended as an introduction to branding for students and provides real-life case studies to illustrate how branding concepts can be applied in practice.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    45 views3 pages

    Fundamentals of Branding: Juta - Co.za/pdf/23137

    Uploaded by

    Aatam Shah
    This document summarizes a book titled "Fundamentals of Branding". The 136-page book was published in 2013 and covers various topics related to branding such as the definition of branding, the role and advantages of branding, elements of branding like brand names and logos, packaging, positioning brands, planning and extending brands, and evaluating brands. The book is intended as an introduction to branding for students and provides real-life case studies to illustrate how branding concepts can be applied in practice.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 3

    Fundamentals

    of
    Branding
    Edition: 1st Edition
    Publication date: 2013
    Author/Editors: Erdis, C du Toit, M
    ISBN: 9780702189074
    Format: Soft Cover
    Number of Pages: 136
    Retail price: R301.00 (incl. VAT, excl.
    delivery.)
    Website Link: juta.co.za/pdf/23137/

    About this Publication:

    The concept of branding, although not a new topic, is still a vitally important concept in
    marketing today. There is nothing more valuable than a well-known and trusted brand.
    Contents Include:

    Chapter 1 Marketing and branding


    What is marketing?
    Product
    Price
    Distribution
    Promotion
    Marketing activities
    The marketing process
    Chapter 2 The role and place of branding
    The definition of a brand
    Evolution of branding
    What can be branded?
    Advantages of branding from the customer’s perspective
    Advantages of branding from the retailer’s and manufacturer’s perspectives
    Criticisms of branding
    Types of brands
    Legal aspects of brands
    Chapter 3 Elements of branding
    The various types of brand elements
    Criteria for selecting brand elements
    Chapter 4 Packaging the brand
    Consumer decision making
    The feel of the brand
    Packaging
    Types of packaging
    Considerations when designing packaging
    Chapter 5 Positioning the brand
    What is brand positioning?
    Reasons for positioning a brand
    Identifying and establishing brand position
    The positioning process
    Guidelines for positioning a brand
    Chapter 6 Planning, leveraging and extending a brand
    Importance of brand planning
    Issues influencing brand potential
    Leveraging secondary brand knowledge
    Brand sponsorship
    Manufacturer brands and private brands
    Licensing
    Brand extensions
    Chapter 7 Evaluating your brand
    Analytics and metrics
    Benefits of measuring a brand
    Measuring branding
    Managing brand measurement
    Chapter 8 Practical branding
    Introduction
    Summary
    References

    Of Interest and Benefit to:

    As an introduction to branding, Fundamentals of Branding provides students with an overview of


    the building blocks of branding, which include:

    • the influence of branding on marketing decisions
    • the role and place of branding in the organisation
    • the various elements of branding
    • packaging the brand
    • positioning the brand
    • planning, leveraging and extending the brand
    • evaluating the brand

    The book contains a chapter with real-life branding case studies which illustrates the practical
    application of the topics discussed in this book. This is a very useful resource for students who
    strug​gle to apply theory learned to real-life situations.

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