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基本説明
Includes visual distillations of core branding principles, diagrammed versions of complex branding practices and theories, etc.
Full Description
Brands have become the global currency of success.
Countries, corporations, communities, and individuals are leveraging their brands to gain a transcendent advantage in the marketplace. Positioning a brand to be irreplaceable is the new business imperative for both public and private sectors, regardless of product, service, or size.
Brand Atlas synthesizes the most relevant brand topics for the big-picture, time-crunched professional who just wants to get up to speed on brand basics, brand oversight, and marketplace trends. Streamlined content, provocative diagrams, and quotes from brand visionaries and thought leaders make this valuable resource a new experience.
The twenty-first-century customer has a new voice, unprecedented power, and multiple platforms to drive a new brand conversation in a fiercely competitive world. To be successful, brand builders need to stick to the basics, stay calm on the rollercoaster of relentless change, and seize every opportunity to be the brand of choice.
Contents
1 Dynamics 10
Brand Landscape
Global Sourcing 12
Speed 14
Design Thinking 16
Word of Mouth 18
Conversation 20
Interconnected 22
Open Source 24
Social Networks 26
Experience 28
Passion 30
Transparency 32
The Cloud 34
Sustainability 36
Mobility 38
Crowdsourcing 40
Free 42
Placemaking 44
Choice 46
2 Intelligence 48
Brand Basics
Brand as Identity 50
Vision 52
Needs and Desire 54
Touchpoints 56
Purpose 58
Spirit and Soul 60
Perception 62
Authenticity 64
Positioning 66
Stakeholders 68
Big Idea 70
Brand as Asset 72
Brand Extensions 74
Brand Alignment 76
Brand Architecture 78
Recognition 80
Trademarks 82
Names 84
Good and Different 86
3 Drive 84
Brand Management
Branding 90
Simplicity 92
Culture 94
Collaboration 96
Time Management 98
80/20 100
Competencies 102
Insight 104
Focus 106
Customer Service 108
Customer-centric 110
Growth 112
Metrics 114
Fight or Flight 116
Onliness Exercise 118
Perceptual Mapping 120
SWOT Exercise 122
Flow 124
4 Details 126
Brand Questions 128
Project Management 130
Brand Decisions 131
Branding Process 132
Big Idea Process 133
Bibliography 134
Credits 137
Index 138
Gratitude 141
Authors' Reflections 142
Diagram Matrix 143
About the Authors 144
