Myths of Branding

A Brand is Just a Logo, and Other Popular Misconceptions

Simon Bailey, Andy Milligan

• Publisher: Kogan Page
• Year: 2019
• Print ISBN:
  9780749483098
• Edition: 1
• eBook ISBN:
  9780749483104
• Topic: Business
• Subtopic: Digital Marketing
• Index: Business

A brand is just a logo - everyone knows that, don't they? After all, it's not as though a good brand can save a bad business, and besides, the digital revolution is making branding irrelevant... Myths of Branding, written by renowned branding experts Andy Milligan and Simon Bailey, explores the huge number of misguided, mistaken and blatantly false myths that abound in the branding arena. From the belief that developing brands is nothing more than fiddling with logos, to the perception that it's a 'soft' area of marketing that doesn't go beyond visual identity - these myths are all surprisingly entrenched, yet could not be further from the truth. Myths of Branding takes the most up-to-date research and evidence to debunk these popular misconceptions, and replaces them with the reality of what it's really like to work in the world of branding. Jam-packed with entertaining anecdotes and useful information that practitioners can learn from, it guarantees a deeper, sharper understanding of the realities of branding and brand management.

Table of contents

• Cover
• Title Page
• Copyright
• Contents
• List of Figures
• About the authors
• Preface
• Introduction
• Myth 1 Brands are just a way of charging you more for the same product
• Myth 2 Once lost, trust can never be rebuilt
• Myth 3 A strong brand can be used to prop up a bad business
• Myth 4 Technology is diminishing the power of brands
• Myth 5 Branding is just about the logo and advertising
• Myth 6 Brands don’t have financial value
• Myth 7 Differentiation is dead. Distinctiveness matters
• Myth 8 The customer is always right
• Myth 9 You need many decades to build a truly global brand
• Myth 10 A brand is “owned” by the marketing department
• Myth 11 Brand purpose is just CSR by another name
• Myth 11 Customers are seeking a personal relationship with your brand
• Myth 12 Branding is subjective. It’s all fluff and art with no rigour and science
• Myth 13 In certain types of business, brands don’t really matter
• Myth 14 Branding has nothing to do with the customer experience
• Myth 15 Branding is all about the product
• Myth 16 Creating brand names is easy
• Myth 17 Brands are just consumer goods
• Myth 18 Brands are just about what happens on the outside
• Myth 19 There is no such thing as brand loyalty
• Conclusion
• Index
• Backcover