Building Brand Momentum: Contents Other chapters for review: Chapter 1: What is a Brand and why you need one Chapter 5: Essential Brand Concepts Overview | Contents | About the Author | To Order | Home

Two sample chapters are available.

Table of Contents

Introduction

1. What is a Brand …And Why You Need One
2. Key Terms and Relationships
3. Demystifying Integrated Marketing Communication
4. An Interview With Don Schultz
5. Essential Brand Concepts
6. Four Steps to An Effective Brand Strategy
7. Key People, Key Roles
8. Strategies for Building Internal Support
9. Step 1: Make a Promise That Matters
10. Options for Differentiating Your Institution from Your Competitors
11. An Interview with Jack Trout
12. Elements of a Brand Portfolio
13. Developing an Effective Brand Architecture
14. Step 2: Communicate Your Brand Promise
15. Developing Effective Brand Creative
16. Step 3: Live Your Brand Promise
17. Customer Experience Marketing
18. Conducting Brand Research
19. Step 4: Strengthen Your Brand Promise
20. Extending Your Brand
21. Marketing the Complex College or University
22. Measuring Brand ROI
23. Brand Dollars and Sense
24. Hustle as Strategy
25. Conclusion
    
    Appendix A: Glossary
    Appendix B: Bibliography

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