[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"doc-detail-114567-en":3,"doc-seo-114567-105":29,"detail-sidebar-cat-0-en-105":90},{"code":4,"msg":5,"data":6},0,"success",{"doc_id":7,"user_id":8,"nickname":9,"user_avatar":10,"doc_module":4,"category_id":11,"category_name":12,"doc_title":13,"doc_description":14,"doc_content":15,"file_id":16,"file_url":17,"file_type":18,"file_size":19,"view_count":4,"is_deleted":4,"is_public":20,"is_downloadable":20,"audit_status":20,"page_count":21,"language":22,"language_code":23,"site_id":24,"html_lang":23,"table_of_contents":25,"faqs":26,"seo_title":13,"seo_description":14,"update_tm":27,"read_time":28},114567,13056703019404,"Miles","https://ap-avatar.wpscdn.com/davatar_29158cc5080c5b710cf443261637dec0",8,"Research & Report","The Brand Book - An Insider’s Guide to Brand Building for Businesses and Organizations - Part 1","A practical, insider-focused guide explaining how brands create preference through the combination of products or services and reputation. The book clarifies core brand concepts beyond advertising, addresses common misconceptions between different marketing cultures, and provides structured strategy and execution pathways. Readers learn how to define customers, develop differentiation and positioning, and connect brand decisions to organization-wide behavior, culminating in usable frameworks and examples that translate brand intent into commercial value.","􀀈e Brand Book  \nAn insider’s guide to brand building for businesses and organizations.  \nDaryl Fielding  \nLaurence King Publishing An imprint of Quercus Editions Ltd [www.laurenceking.com/pages/student](www.laurenceking.com/pages/student)  \n[OceanofPDF.com](OceanofPDF.com)  \nFirst published in Great Britain in 2022 by  \nPublished in Great Britain in 2022 by Laurence King Student & Professional An imprint of Quercus Editions Ltd Carmelite House  \n50 Victoria Embankment London EC4Y 0DZ  \nAn Hachette UK company Copyright © 2021 Daryl Fielding  \n􀀈e moral rights of Daryl Fielding to be identi􀀖ed as the author of this work has been asserted in accordance with the Copyright, Designs and Patents Act, 1988.  \nAll rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from the publisher.  \nA CIP catalogue record for this book is available from the British Library  \nTPB ISBN 978-1-52942-017-3  \nE-BOOK ISBN 978-1-52942-018-0  \nQuercus Editions Ltd hereby exclude all liability to the extent permitted by law for any errors oromissions in this book and for any loss, damage or expense (whether direct or indirect) suffered by a third party relying on any information contained in this book.  \nDesign of print edition by Charlotte Bolton  \n[OceanofPDF.com](OceanofPDF.com)  \nContents  \nIntroduction  \nWhy this book?  \nWho is this book for?  \nPart 1: Strategy  \nWhat is a brand and why do brands matter?  \nPositioning your brand  \nWays to devise your strategy  \nWho are your customers and what do they do?  \nWhat makes your customers tick?  \nWhat makes your brand different?  \nWhat gives your brand the right to win?  \nConnecting the brand with the wider world  \nWhat does your brand have to offer overall?  \nCra􀀚ing your manifesto and socking it to the organization  \nPart 2: Execution  \nWhat should your brand be called?  \nWhat should your brand do and not do?  \nWhat should your brand look like?  \nWhat should your brand’s tone and manner be?  \nWhat should your brand smell, taste, feel and sound like?  \nAligning your product and service design with the brand  \nHow should you package your brand?  \nHow to keep all this together once you’ve 􀀖gured it out  \nPart 3: Examples  \nGreat brands and why I love them  \nMethod Dove Loaf Google  \nDolce&Gabbana  \nApple Nike Land Rover Microso􀀚  \nPart 4: Branding toolkit  \nTemplates for strategies and execution: Customer de􀀖nition and insight Competition and differentiation Right to win  \nCultural context  \nBrand theme and manifesto  \nBrand behaviour Visual equities Sensory equities Tone and manner Product DNA  \nIndex  \nPicture credits  \nFurther reading and Acknowledgements  \n[OceanofPDF.com](OceanofPDF.com)  \nIntroduction  \nWhy this book?  \nA brand is a simple concept: the combination of product or service and reputation which creates preference. In other words, it’s ‘the thing’ plus what people think about the thing.  \nYet, four months into my job as Brand Marketing Director at Vodafone UK, I realized that my fellow directors did not always distinguish between the terms ‘brand’ and ‘advertising’ I had spent the past ten years of my working life employed in the so-called fast-moving consumer goods sector (FMCG), which comprises mainly products sold in supermarkets, bought regularly and o􀀚en by consumers. 􀀈e sector had generally been regarded asthe gold standard for marketing capability. I had been responsible for brands, or their advertising, such as Dove, Hellmann’s, Cadbury and Milka, and the moment when I realized that the directors ofthe UK’s biggest brand were o􀀚en not on exactly the same page as me came as a huge shock. 􀀈en began my long march to get everyone to understand that ‘brand’ was a bigger concept than ‘advertising’ As I said to Vodafone UK’s CFO (chief 􀀖nancial officer): ‘Customers spend more time with our bills than with our te","cbCaijUggvpMzx87","https://ap.wps.com/l/cbCaijUggvpMzx87","pdf",25195830,1,309,"English","en",105,"# Introduction\n## Why this book?\n## Who is this book for?\n# Part 1: Strategy\n## What is a brand and why do brands matter?\n## Positioning your brand\n## Ways to devise your strategy\n## Who are your customers and what do they do?\n## What makes your customers tick?\n## What makes your brand different?\n## What gives your brand the right to win?\n## Connecting the brand with the wider world\n## What does your brand have to 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