{"product_id":"brand-atlas-9780470433423","title":"Brand Atlas","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\"Carrying through Alina Wheeler's trademark of beautiful layout and design, the book takes you on a journey through just about every important element of branding you could think of, from passion to positioning. \"         The Influential Marketing Blog (May 2011)    A company's brand is its most valuable asset.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003euser-friendly approach to aggregate and simplify the science behind branding essential principles of branding are broken down into basic step-by-step concepts. (Finance \u0026amp; Management, April 2011).\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003e1 Dynamics 10\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrand Landscape\u003c\/p\u003e \u003cp\u003eGlobal Sourcing 12\u003c\/p\u003e \u003cp\u003eSpeed 14\u003c\/p\u003e \u003cp\u003eDesign Thinking 16\u003c\/p\u003e \u003cp\u003eWord of Mouth 18\u003c\/p\u003e \u003cp\u003eConversation 20\u003c\/p\u003e \u003cp\u003eInterconnected 22\u003c\/p\u003e \u003cp\u003eOpen Source 24\u003c\/p\u003e \u003cp\u003eSocial Networks 26\u003c\/p\u003e \u003cp\u003eExperience 28\u003c\/p\u003e \u003cp\u003ePassion 30\u003c\/p\u003e \u003cp\u003eTransparency 32\u003c\/p\u003e \u003cp\u003eThe Cloud 34\u003c\/p\u003e \u003cp\u003eSustainability 36\u003c\/p\u003e \u003cp\u003eMobility 38\u003c\/p\u003e \u003cp\u003eCrowdsourcing 40\u003c\/p\u003e \u003cp\u003eFree 42\u003c\/p\u003e \u003cp\u003ePlacemaking 44\u003c\/p\u003e \u003cp\u003eChoice 46\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Intelligence 48\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrand Basics\u003c\/p\u003e \u003cp\u003eBrand as Identity 50\u003c\/p\u003e \u003cp\u003eVision 52\u003c\/p\u003e \u003cp\u003eNeeds and Desire 54\u003c\/p\u003e \u003cp\u003eTouchpoints 56\u003c\/p\u003e \u003cp\u003ePurpose 58\u003c\/p\u003e \u003cp\u003eSpirit and Soul 60\u003c\/p\u003e \u003cp\u003ePerception 62\u003c\/p\u003e \u003cp\u003eAuthenticity 64\u003c\/p\u003e \u003cp\u003ePositioning 66\u003c\/p\u003e \u003cp\u003eStakeholders 68\u003c\/p\u003e \u003cp\u003eBig Idea 70\u003c\/p\u003e \u003cp\u003eBrand as Asset 72\u003c\/p\u003e \u003cp\u003eBrand Extensions 74\u003c\/p\u003e \u003cp\u003eBrand Alignment 76\u003c\/p\u003e \u003cp\u003eBrand Architecture 78\u003c\/p\u003e \u003cp\u003eRecognition 80\u003c\/p\u003e \u003cp\u003eTrademarks 82\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Drive 84\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrand Management\u003c\/p\u003e \u003cp\u003eNames 84\u003c\/p\u003e \u003cp\u003eGood and Different 86\u003c\/p\u003e \u003cp\u003eBranding 90\u003c\/p\u003e \u003cp\u003eSimplicity 92\u003c\/p\u003e \u003cp\u003eCulture 94\u003c\/p\u003e \u003cp\u003eCollaboration 96\u003c\/p\u003e \u003cp\u003eTime Management 98\u003c\/p\u003e \u003cp\u003e80\/20 100\u003c\/p\u003e \u003cp\u003eCompetencies 102\u003c\/p\u003e \u003cp\u003eInsight 104\u003c\/p\u003e \u003cp\u003eFocus 106\u003c\/p\u003e \u003cp\u003eCustomer Service 108\u003c\/p\u003e \u003cp\u003eCustomer-centric 110\u003c\/p\u003e \u003cp\u003eGrowth 112\u003c\/p\u003e \u003cp\u003eMetrics 114\u003c\/p\u003e \u003cp\u003eFight or Flight 116\u003c\/p\u003e \u003cp\u003eOnliness Exercise 118\u003c\/p\u003e \u003cp\u003ePerceptual Mapping 120\u003c\/p\u003e \u003cp\u003eSWOT Exercise 122\u003c\/p\u003e \u003cp\u003eFlow 124\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Details 126\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrand Questions 128\u003c\/p\u003e \u003cp\u003eProject Management 130\u003c\/p\u003e \u003cp\u003eBrand Decisions 131\u003c\/p\u003e \u003cp\u003eBranding Process 132\u003c\/p\u003e \u003cp\u003eBig Idea Process 133\u003c\/p\u003e \u003cp\u003eBibliography 134\u003c\/p\u003e \u003cp\u003eCredits 137\u003c\/p\u003e \u003cp\u003eIndex 138\u003c\/p\u003e \u003cp\u003eGratitude 141\u003c\/p\u003e \u003cp\u003eAuthors’ Reflections 142\u003c\/p\u003e \u003cp\u003eDiagram Matrix 143\u003c\/p\u003e \u003cp\u003eAbout the Authors 144\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402331726167,"sku":"9780470433423","price":23.7,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470433423.jpg?v=1730480090","url":"https:\/\/bookcurl.com\/products\/brand-atlas-9780470433423","provider":"Book Curl","version":"1.0","type":"link"}