Basics of branding : a practical guide for managers / Jay Gronlund.

1. What is branding really about?
A classic, ubiquitous misunderstanding of "branding"
So what really is "branding"?
Summary
2. The positioning statement, emotions, and brand equity
A simple tool, but a must for branding
The emotional side of branding
The ultimate: brand equity
3. Branding applications
Corporate branding
Employer branding
Personal branding
Global branding
Country branding
4. Building strong brands
A market-driven success
Market research for brand development, the basics
Innovation and idea generation for brand building
Brand names, logos, symbols, and taglines
Growth from brand/line extensions
5. Branding in the B2B world, new opportunities
Building strong customer loyalty
A more compelling value proposition
How value pricing can prevent perceptions of "commoditization"
Marketing and sales alignment, breaking down silos
Why emotion is critical for B2B brand marketing
6. Marketing today: branding for digital marketing and social media
Transformative shifts in the marketplace, consumer tastes and media
How the internet has changed the way consumers buy
The rise of "content marketing"
Importance of integrated marketing
How the role of "marketing" is changing in corporations
Impact on branding
Five issues to determine whether/how to market your brand in social media
Conclusion: 20 key principles for developing strong brands
Notes
References
Index.