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Brand Think™: a guide to branding

by Lilian Wong with Lynn Tan Siu Hui; Edited by Deborah Fernando Sim

102 pages; quality trade paperback (softcover); catalogue #04-2857; ISBN 1-4120-5049-9; US$14.95, C$18.69, EUR12.15, £8.42

Brand Think™- a guide to branding is branding in practice. In an easy format for the lay person, every person in the business can now understand and play a role.

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About the Book

About the Author

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About the Book

Brand Think™- a guide to branding is written for those who want to know what is involved in building a brand to achieve greater success in marketing. Whether they run their own business or work in the marketing department or a marketing student, the book offers an easy-to-read and start point to learn what branding is all about.

Branding is part of the marketing management discipline that can offer the differentiation to compete in the market place outside the organization, and offer the consensus and focus wi The book acquaints the reader with the basics on what a brand is, what branding can do for a business, and introduces the concept of a brand as a Person. Incorporated is the Brand Person™ tool, an easy format to capture your brand identity, defined by eight elements. Each element is explained in detail with accompanying Brand Person™ illustrations.

Brand Think™ offers a basic formula that takes into consideration the interplay of the three dimensions of Brand, Consumer and Environment. Each dimension is discussed in some depth. Discipline and action are required to build and bring the brand to life.

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About the Author

Lilian Wong has held management roles in brand management, business development, consumer research and innovations development. She has work experience in both local companies and established MNCs. She was with Unilever Singapore for more than 13 years, much of which was spent on the Lipton brand. Lilian runs Simply Marketing, a firm that offers marketing services with a focus on enhancing the capability of small and medium enterprises.

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Excerpts

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Catalogue Information

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