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This book provides a comprehensive analysis of the different roles that brand plays across a wide range of entities, connecting both the common and unique aspects of branding in a manner that has never before been addressed. We make the point that in a rapidly evolving information environment, new communication channels are shifting the way brands interact with their audiences. This is further complicated by the movement towards online distribution channels that don’t afford a company the opportunity to connect with their customer in a face-to-face situation. As a result, individuals and organizations are constantly trying to figure out how best to brand themselves, their products, services, and ideas in a way that makes them competitive and stand out in the minds of their customers and various targeted audiences.
We put forward an original framework in the book -- the Strategic Brand Focus -- which highlights the complex relationship between understanding the “3 C’s”: The audience (“Customer”); the ways in which to communicate to that audience (“Channel”); and the development of a strategic position (“Competition”). We apply this framework to the branding strategies across six different entities, moving from the more traditional and established areas of products, services, people and organizations, to the less traditional and more complex branding challenges associated with nations and complex ideas, including scientific debates such as climate change and genetically modified organisms. The book includes an analysis of the recent victory of Donald Trump from a branding perspective, and provides an overview of best practices across the six entities.
Chapter 1 The Meaning of Brands
Chapter 2 Branding Products
Chapter 3 Branding Services
Chapter 4 Branding People
Chapter 5 Branding of Organizations
Chapter 6 Branding of Nations
Chapter 7 Branding Ideas
Chapter 8 Best Practices
Bruce I. Newman (Ph.D.) is Professor of Marketing and Wicklander Fellow in Business Ethics in the Department of Marketing, Kellstadt Graduate School of Business at DePaul University. Dr. Newman is considered the leading scholar in the world on the subject of Political Marketing. He has held visiting scholar positions at several universities, including Stanford University, University of California-Berkeley, University of Otaga in New Zealand and Meiji University in Tokyo, Japan. His publications have appeared in top academic journals, in addition to chapters in several handbooks on the subjects of political marketing, political communication and persuasion and social marketing. Bruce has published 17 books, some of which have been translated into Chinese, Korean, Hungarian and Italian, including The Marketing of the President (Sage, 1994) and the Handbook of Political Marketing (Sage, 1999). His most recent book is The Marketing Revolution in Politics: What Recent U.S. Presidential Campaigns Can Teach Us About Effective Marketing (Rotman-UTP, 2016). He is the founding Editor-in-Chief of the Journal of Political Marketing (Taylor & Francis, UK) now in its seventeenth year. Dr. Newman is a recipient of the Ehrenring (Ring of Honor) from the Austrian Advertising Research Association, and advised senior aides in the Clinton White House in 1995-1996 on communication strategy. Dr. Newman is a frequent contributor to the media, appearing on both national and international talk shows. His Op-Ed articles have appeared in a broad range of publications, including the Chicago Tribune, The Christian Science Monitor and on CNN.com. Dr. Newman has been invited to give Keynote Addresses in over 25 countries.
Todd P. Newman (Ph.D.) is a Postdoctoral Associate at the Alan Alda Center for Communicating Science at Stony Brook University, USA. He holds a PhD in Communication from American University. Dr. Newman’s research focuses on the intersection of science, the media, and society. Specifically, he looks at how the media shape our views of science and environmental issues, as well as the public outreach and engagement efforts of scientists. He previously served as a Postdoctoral Fellow at the University of Connecticut where he worked on a National Science Foundation supported research grant to evaluate the training of scientists in public outreach and communication. His publications have appeared in a number of academic journals and edited volumes, and he works with scientists internationally on strategic communication and public engagement.