Our website is having a makeover! www.thecasecentre.org will be unavailable from 10h (BST) on Saturday 31 July until 17h on Sunday 1 August while our team makes the new site live.

Basics of Branding: A Practical Guide for Managers

by Jay Gronlund
published by Business Expert Press, 2013
Ref BEP1660

Smart branding is essential for success, writes the author of this book, yet it is often misunderstood. Brands should be relevant, distinct, and emotionally compelling, but many managers don’t realise what’s involved and find the process highly challenging.

This book aims to explain the process with an emphasis on practicality that will appeal to a wide audience, including B2C and B2B managers, senior executives across all sectors, and marketing students looking to build a firm foundation in the basics of both digital and traditional communications.

Branding is all about creating a message or an impression that makes an impact, explains the author, resulting in a rational and emotional connection with customers. Forming a bond of trust and comfort will built brand equity and customer loyalty.

‘We are living in a dynamic, transformative global economy with mind-boggling advances in technology,” writes the author. ‘Managers today can easily become preoccupied with social media vehicles and the innovative features of electronic devices, and hence neglect the importance of the content or message. This book will bring them back to the fundamentals, to develop a value proposition that will excite customers.’

Purchase individual chapters from the book

About the authors

Jay Gronlund is the president and founder of The Pathfinder Group. His core expertise is in marketing and new business development, including strategic brand positioning and ideation.

Back to list of featured articles >

Share this page:

A resource for business

Journal montage
We distribute over 8,000 articles published in a wide range of leading management journals and newsletters. 
  • Effective Executive
  • IESE Insight
  • International Commerce Review: ECR Journal
  • Ivey Business Journal
  • MIT Sloan Management Review

Find out more