02062nam a2200193Ia 4500 TDMU_38506 210410s9999 xx 000 0 und d 658 Gronlund, Jay Basics of Branding A Practical Guide for Managers Jay Gronlund Business Expert Press 2013 208Pages Ebook from IG Library ; Smart branding is essential for success, yet it is often misunderstood. Developing a brand that is relevant, distinct, and emotionally compelling can be very dif_ cult for many managers, mainly because they don't realize exactly what and how much goes into this branding process. This book will explain this process. In an easy-to-understand writing style, Gronlund will show you the fundamentals that will help develop a value proposition that will excite customers. Branding is all about creating a message or an impression that makes an impact and creates a rational and emotional connection with a customer. Forming a bond of trust and comfort will build brand equity (i.e., how people value your brand) and customer loyalty. We are living in a dynamic, transformative global economy with mind-boggling advances in technology. Managers today can easily become preoccupied with social media vehicles and the innovative features of electronic devices, and hence neglect the importance of the content or the message. Adhering to the core elements of positioning and branding will help them develop more emotionally rich and powerful content. And B2B managers will better understand and discover the real value of good branding, so that their marketing and sales communications will go beyond product features and emphasize relevant benefits that will strengthen their relationships with targeted customers. Marketing Strategy; Quản lý tiếp thị; Xây dựng thương hiệu http://lrc.tdmu.edu.vn/opac/search/detail.asp?aID=2&ID=38506 Trung tâm Học liệu Trường Đại học Thủ Dầu Một