TY - BOOK ID - 142834938 TI - Basics of branding : a practical guide for managers PY - 2013 SN - 1606495933 PB - New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, DB - UniCat KW - Branding (Marketing) KW - basics of branding KW - positioning statement KW - emotional branding KW - consumer insights KW - corporate branding KW - global branding KW - country branding KW - market research KW - creativity KW - ideation KW - innovation model KW - brand names and logos KW - B2B KW - business-to-business KW - value proposition KW - value pricing KW - commoditization KW - marketing and sales alignment KW - silos KW - brand trust KW - social media KW - brand architecture KW - personal branding KW - employer branding KW - brand equity KW - B2C KW - business-to-consumer UR - https://www.unicat.be/uniCat?func=search&query=sysid:142834938 AB - Smart branding is essential for success, yet it is often misunderstood. Developing a brand that is relevant, distinct, and emotionally compelling can be very difficult 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. ER -