The Brand Management Checklist
Brad VanAuken has had plenty of experience at the coalface of brand creation and management. This has contributed to making The Brand Management Checklist a very useful resource - combining a pragmatic approach within considered frameworks. So it is that relatively rare book in a field that has a tendency to dwell on theorectical concepts - a practical, 'how-to' guide that touches on many of the brand challenges that today's brand practitioners face.
The Brand Management Checklist covers the spectrum of brand management issues, starting with recapping the basics - understanding the context, process, mediums and lingo; to research and measurement, legal and global aspects, to more complex issues such as identifying common brand problems, integrated brand marketing and organisational barriers. The guide provides a wealth of probing questions, checklists, templates, examples, and reference guides across the spectrum of brand and comes complete with CD-Rom.
VanAuken provides a comprehensive roadmap that will appeal to all those on the brand building journey - from the novice to veteran brand manager alike.
A paper by this author: The 15 Most Important Things to Know About Building Winning Brands by Brad VanAuken, also features on allaboutbranding.com.