Due to the overwhelming success of its first edition, Brand Aid, second edition was published December 2014. Business schools throughout the world are using the book to teach brand management and marketing. Intel bought 300 copies of the second edition for its marketing employees. And several marketing agencies have bought copies of the book for their employees and clients.
There are more than two hundred pages of new material in the second edition, including an entirely new chapter on online brand building. Other new topics include: * The six most powerful sources of brand differentiation * Creating "category of one" brands * Branding commodities * Brand archetypes * Brand storytelling * Human needs, fears and other behavioral motivations * Marketing to upscale consumers * Marketing ethics * Branding and sustainability * Big data analytics
Amazon List Price Hardcover: $29.95 Kindle Digital Edition: $17.49 Barnes & Noble List Price Hardcover: $27.15 Nook Digital Edition: $16.49
"As a business leader, you know that every company, object, service, person or pet hoping to compete for public attention needs a brand. An enormous cottage industry has grown up around creating and improving brands, making it increasingly harder to cut through to useful, actionable information to help position your company's products or services. Just about all the information you need has been compiled in a single book. The second edition of Brand Aid includes everything from a basic introduction to brand management to advice on leveraging and measuring your brand's success." -- smartCEO.com
"Powerful yet intangible, a brand is the personification of your organization. Learn to build, nurture, and grow a strong brand that inspires people, forges emotional bonds, and moves customers to insist on buying your brand. This book guides you through the entire branding process, from using social media effectively to linking your brand to human needs." -- Advertising Educational Foundation (aef.com)
"There are literally dozens of flags marking pages in my copy of Brand Aid. Pick up a copy, and it will undoubtedly look the same in short order. Brand Aid functions equally well as a troubleshooter for underperforming, established brands, and as a toolkit for launching new brands destined for legendary status." -- brandingclass.com
How To Purchase
Brand Aid, second edition is available at Amazon.com, BarnesandNoble.com and other online booksellers. It can be ordered in quantity at significant price discounts through the publisher, AMACOMBooks.org.