Informationen zum Autor Jenni Romaniuk is a Research Professor and Associate Director (International) of the Ehrenberg-Bass Institute at the University of South Australia Business School. Klappentext Building Distinctive Brand Assets provides readers with long-term strategies to build and protect Distinctive Assets. Zusammenfassung Building Distinctive Brand Assets provides readers with long-term strategies to build and protect Distinctive Assets.

Autorentext
Jenni Romaniuk is a Research Professor and Associate Director (International) of the Ehrenberg-Bass Institute at the University of South Australia Business School.

Klappentext

Building Distinctive Brand Assets provides readers with long-term strategies to build and protect Distinctive Assets.

Inhalt

• Table of Contents

• List of Figures

• List of Tables

• Contributors

• Acknowledgments

• 1. Introduction
• 2. The formation of a brand identity
• 3. The role of distinctive assets
• 4. How distinctive assets help build mental availability
• 5. How distinctive assets help build physical availability
• 6. Using distinctive assets to signal meaning
• 7. The corporate, parent, sub-brand hierarchy
• 8. Measuring asset strength
• 9. Metrics: Fame
• 10. Metrics: Uniqueness
• 11. Metrics: The Grid
• 12. Types of distinctive assets
• 13. Colour as an asset
• 14. The Power of Sound
• 15. Taglines and other words
• 16. The celebrity dilemma
• 17. Keeping relevant (in a changing world)

• Bibliography