Brand Mastery Guide: Education, #1

By JAMES SELIGMAN

The theory and practice are explained by a well-respected brand expert. 

• To brand or not to brand
• Brand evolution
• Brand equity
• Asset Value
• Research
• Design
• Colour logic
• Legals
• Keeping up to date

• Language: English
• Publisher: JAMES SELIGMAN
• Release date: Jan 3, 2024
• ISBN: 9798224941230

Book preview

Brand Mastery

Creating a Memorable and Strong Brand

A step by step guide

By

Dr. James Seligman

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Brand or not to brand

Understanding branding

The elements of branding

Brand strategy

Creating a brand story and visuals

Brand digital platforms

Brandexperience and engagement

Going global

Case studies

This book is written by James Seligman PhD, a thirty-year authority on marketing and branding, it is a go-to resource for senior strategists, positioning experts, and postgraduate students seeking to comprehend and overcome the current obstacles in brand management and strategy. James has worked on brands such as Coca-Cola, Pepsi, Speedo, Clairol, Regatta, Horlicks, Deep Spring, Mum, Badedas, and Lucozade, Koala Spring, Jockey, Pelaco, Berghaus, Pro Kennex, Hasbro. 

This book addresses all of the primary challenges confronting brand strategists today through a variety of subjects and global case studies, presenting unique ideas on Brand Mastery to boost sales, profits, and ROI.

Quotes

Written by atrue veteran

Ticks the boxes

Easy to understand

Theory and practice together

JAMES SELIGMAN, M.D.

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Published first: 2023

Dr. James Seligman owns the rights to the image.

All rights are reserved.

The author's moral rights have been invoked

Calibre 12 point is used.

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The book is sold subject to the condition that it is not lent, resold, hired out, or otherwise circulated in any form of binding or cover other than that in which it is published without the prior consent of the publisher and without a similar condition, including this condition, being imposed on the subsequent purchaser.

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E-book

Paperback

9798224954087

Hardcopy

Table of Contents

Prelude

To Brand:

To not brand:

I. Rationale

A. Definition of Branding

B. The Value of Branding

II. Chapter 1: Branding Fundamentals

A. What exactly is a brand?

B. Branding's Evolution

The future of Branding:

C. Marketing vs. Branding

III. Chapter 2: Branding Elements

A. Brand Identification

1. Visual Elements and Logo

2. Trademark

B. Brand Characteristics

C. Values of the Brand

D. Brand Guarantee

Chapter 3: Developing Your Brand Strategy

A. Target Market

B. Analysis of Competitors

C. Unique Selling Proposition (USP)

D. Positioning of the Brand

V. Chapter 4: Developing a Strong Brand Story

A. The Storytelling Effect on Branding

B. Developing Your Brand Narrative

C. Brand Messaging Consistency

VI. Chapter 5: Creating Brand Visuals

A. Design of a Logo

B. Colour Psychology

C. Typography

D. Consistency in Visual Branding

VII. Chapter 6: Creating a Powerful Online Presence

A. Website Creation

B. Branding on social media

C. Content Promotion

D. Online Reputation Administration

Chapter VIII: Branding and Customer Experience

A. The Importance of Customer Service

The lifetime customer

Foundation

B. Brand Contact Points

VIII. Branding and Employee Engagement

A. Internal Branding

B. Employees' Role in Branding

C. Alignment and Training

X. Measuring Brand Success in Chapter 9

KPIs (Key Performance Indicators)

B. Customer Surveys and Feedback

XI. Chapter 10: Brand Adaptation and Evolution

A. Brand Repositioning

B. Handling Brand Crisis

C. Maintaining Market Relevance in a Changing Market

Chapter XII: Global Branding

A. International Expansion

B. Considerations of a Cultural Nature

Case Studies (Chapter XIII)

A. Case Studies of Successful Branding

B. Branding Mistakes and Lessons Learned

Conclusion XIV.

A. The Ongoing Branding Journey

B. Summary of Key Takeaways

C. Closing Remarks

D. Appendices

Prelude

Whether to brand or not to brand is a question that many individuals, businesses, and organisations face when considering their products, services, or personal identities. The decision to brand or not depends on a variety of factors and consideration, critically building an asset. Brands can be worth millions measuring brand value can be complex, and there are several methodologies for doing so, including brand valuation models like the Interbrand, Brand Z, or Forbes' brand valuation lists. These models often consider financial data, consumer surveys, and various other factors to estimate the value of a brand.

For the mainstream algorithm that integrates financial data and brand performance, you can refer to the metric created by Interbrand Group: Brand Value = Brand Revenue x Brand Strength (Awareness, Quality, Association, Loyalty). This is the most commonly used formula for evaluating brand value from a market perspective.

Networked digital information is changing everything. it is the lifeblood of the economies in which brands operate, it flows through the markets they serve, it forms and amplifies the culture they reflect, and it connects the societies in which their customers live. In other words, this digital connectivity is creating a brand new world which will need a new kind of brand.

There are five parts to this argument:

The end of information monopolies. the shift from an industrial to a digital information age is changing the relationship between consumers and brands.

Go with the flow. People sit at the centre of their social networks and information webs, into and around which all things swirl – including brands.

Be a verb not a noun. brands need to find active roles to play in this constantly agitating environment and generate a stream of innovations that connect with the passions of their communities.

Be a guide not a gatekeeper. brands need to interpret information when they can no longer be stand-ins for it.

Brand new world. it’s a time of accelerating and destabilising change and future consumers may choose to embrace or reject brands just as quickly.

The types of digital media people can access have exploded – even software applications (Google, Facebook) have morphed into media owners with advertising inventories.

Converged information and multi- media content now streams through new communications channels and technologies such as wireless broadband, smart mobile devices and search engines, low-cost content production tools (Garageband, imovie), free collaboration and publishing software (wikis, blogs, rss), and a free global distribution system thanks to social networks and peer-to-peer networks.

These new media are interactive, immersive and socially connected, radically different from the old media archetypes. A new culture of active consumer participation in media has arisen in which content can be created and shared across digital networks to support brands; consumers have almost total access to information and the ability to communicate it instantly.

To Brand:

Branding can assist develop a recognisable brand for your product, service, or organisation, which can lead to improved consumer trust and loyalty. By using value propositions it is a concise statement that explains why a client should select your product or service above the competition. It emphasises the distinct advantages and value that your offering offers to the customer.

This new digital generation will not be as receptive to the advantages of brands as convenient shortcuts to assist them in making financial decisions.

These multitaskers won't be overwhelmed by options and require brands as attention-management tools because they can handle 20 simultaneous instant messaging conversations while completing their assignments.

One researcher observed, I've never heard a digital native complain about information overload; it's just a fact of life for them. They live in a connected and communicative ocean where selecting brand recommendations from individuals they trust is more convenient.

Here are some value proposition examples from various industries:

Think differently, says Apple. Our products are elegantly designed, user-friendly, and flawlessly connected, providing you with the best in technology and flair."

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