Building Distinctive Brand Assets

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.

Author: Jenni Romaniuk
Publisher: Oxford University Press, USA
Published: 05/16/2018
Pages: 248
Binding Type: Hardcover
Weight: 0.90lbs
Size: 9.20h x 6.30w x 0.70d
ISBN13: 9780190311506
ISBN10: 0190311509
BISAC Categories:
- Business & Economics | Marketing | General
- Business & Economics | Advertising & Promotion
- Business & Economics | Strategic Planning

About the Author

Jenni Romaniuk is a Research Professor and Associate Director (International) of the Ehrenberg-Bass Institute at the University of South Australia Business School.