Marketing

Encyclopedia of Global Brands, 2nd by Thomson Gale Staff (Editor); St. James Press Staff (Compiled by); Paula Kepos Contains 270 entries, written in case-study style, that highlight interesting details including how a product originated and was first marketed, how it developed commercially and how it fares today compared with its competitors and its own past history. Included are anecdotes pertaining to the famous, or infamous, marketing strategies and advertising campaigns that managed to capture the sometimes jaded viewers' attention.

Encyclopedia of Consumer Brands by Janice Jorgensen (Editor) This 3 volume set covers 600 of the most popular brands in America from 1950s-early 1990s. Volume 1: Consumable Products. Volume 2: Personal Products. Volume 3: Durable Goods

The power of licensing : harnessing brand equity by Michael Stone SJU login required. "This book takes a look at exciting, new and emerging ways licensing can be used to achieve specific brand objectives, illustrated by stories of how some iconic brands have done it well."

Aaker on branding : 20 principles that drive success by David Aaker "Culled from the six David Aaker brand books and related publications, these principles provide the broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know."

Brand aid : a quick reference guide to solving your branding problems and strengthening your marketing position (2nd ed.) by Brad VanAuken "Written by an acknowledged expert with 30 years of experience building world-class brands, Brand Aid covers topics ranging from research and positioning to brand equity management and architecture strategy."

Basics of Branding : A Practical Guide for Managers. by Jay Gronlund "Smart branding is essential for success, yet it is often misunderstood. Developing a brand that is relevant, distinct, and emotionally compelling can be very dif_ cult 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. In an easy-to-understand writing style, Gronlund will show you the fundamentals that will help develop a value proposition that will excite customers."

Hello, My Name Is Awesome, 2nd Edition by Alexandra Watkins

The international brand valuation manual a complete overview and analysis of brand valuation techniques, methodologies and applications. by Gabriela Salinas subtitle: "A complete overview and analysis of brand valuation techniques, methodologies and applications"

Kellogg on Branding in a Hyper-Connected World by Alice M. Tybout (Editor-In-Chief); Tim Calkins (Editor-In-Chief) "Kellogg on Branding in a Hyper-Connected World offers authoritative guidance on building new brands, revitalizing existing brands, and managing brand portfolios in the rapidly-evolving modern marketplace. Integrating academic theories with practical experience, this book covers fundamental branding concepts, strategies, and effective implementation techniques as applied to today's consumer, today's competition, and the wealth of media at your disposal."

What Great Brands Do : The Seven Brand-Building Principles That Separate the Best from the Rest. by Denise Lee Yohn "Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. Reveals the seven key principles that the world's best brands consistently implement Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands."