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001			22764177
003			NU
005			20240401115244.0
008			220824t20232023enka b 001 0 eng d
010			_a 2022945259
020			_a978-1-3986-0815-3 _q(Paperback)
035			_a(OCoLC)on1291876047
040			_aYDX _beng _cYDX _erda _dYDX _dHF9 _dDLC
042			_alccopycat
050	0	0	_aHF 5415.1255 B35 2023
082	0	4	_a658.8/27 _223/eng/20221104
100	1		_aBailey, Simon, _eauthor.
245	1	0	_aMyths of branding : _bdispel the misconceptions and become a brand expert / _cSimon Bailey and Andy Milligan.
250			_aSecond edition.
260			_aLondon, United Kingdom ; _bKogan Page Limited, _cc2023.
264		4	_c©2023
300			_aviii, 255 pages : _billustrations (black and white) ; _c21 cm.
336			_atext _2rdacontent
336			_astill image _2rdacontent
337			_aunmediated _2rdamedia
338			_avolume _2rdacarrier
365			_b479.20
490	1		_aBusiness myths
500			_aPrevious edition: 2019.
504			_aIncludes bibliographical references and index.
505			_aMyth 1 : Brands are just a way of charging you more for the same product -- Myth 2 : Once lost, trust can never be rebuilt -- Myth 3 : A strong brand can be used to prop up a bad business -- Myth 4 : Technology is diminishing the power of brands -- Myth 5 : Branding is just about the logo and advertising -- Myth 6 : Brands are bad for society, exploiting customers and workers to make profits -- Myth 7 : Brands don't have financial value -- Myth 8 : Brand valuation is entirely subjective and not worth doing -- Myth 9 : Brands don't generate meaningful returns -- Myth 10 : Differentiation is dead. Distinctiveness matters -- Myth 11 : The customer is always right -- Myth 12 : You need many decades to build a truly global brand -- Myth 13 : Having one brand is better than having lots of brands -- Myth 14 : A brand is "owned" by the marketing department -- Myth 15 : Brand purpose is just CSR by another name -- Myth 16 : Customer seeking a personal relationship with your brand -- Myth 17 : Branding is all fluff with no rigour or science -- Myth 18 : In certain types of business, brands don't really matter -- Myth 19 : Branding has nothing to do with the customer experience -- Myth 20 : Branding is all about the product -- Myth 21 : Creating brand names is easy -- Myth 22 : Brands are just consumer goods -- Myth 23 : Brands are just about what happens on the outside -- Myth 24 : There is no such thing as brand loyalty -- Myth 25 : A consistent brand identity is everything.
520			_aA brand is just a logo - everyone knows that, don't they? After all, it's not as though a good brand can save a bad business, and besides, the digital revolution is making branding irrelevant. Myths of Branding, written by renowned branding experts Andy Milligan and Simon Bailey, explores the huge number of misguided, mistaken and blatantly false myths that abound in the branding arena. From the belief that developing brands is nothing more than fiddling with logos, to the perception that it's a 'soft' area of marketing that doesn't go beyond visual identity and that the customer is always right - these myths are all surprisingly entrenched, yet could not be further from the truth. Myths of Branding uses up-to-date case studies and witty examples to debunk these popular misconceptions, and replaces them with the reality of what it's really like to work in the world of branding. Jam-packed with entertaining anecdotes and useful information that practitioners can learn from, it guarantees a deeper, sharper understanding of the realities of branding and brand management. -- Provided by publisher.
650		0	_aBRANDING (MARKETING).
650		0	_aLOGOS (SYMBOLS)
700	1		_aMilligan, Andy, _eco-author.
830		0	_aBusiness myths.
906			_a7 _bcbc _ccopycat _d2 _eepcn _f20 _gy-gencatlg
942			_2lcc _cBK _n0
999			_c4723 _d4723