The Power of Belonging: A Marketing Strategy for BrandingThe book is rich with useful information both for marketing professionals and for people who are simply interested in how marketing works. In that regard, Baaghil provides a useful overview of everything you need to know about marketing, which for Baaghil means finding a way to invite your audience to belong to the brand, and vice versa. Budding entrepreneurs in the early stages of founding a business would be particularly well-served to read Baaghils advice concerning brands, since he makes a passionate argument that branding starts at the business conception stage. Business owners who dont think about their brands from the beginning, says Baaghil, are still building a brand perceptiontheyre just building an unplanned, wild brand perception. By the time the new entrepreneur is ready to release a product, if he or she is thinking of branding merely as colors and a logo, it may be too late. One of the most interesting and useful parts of the book is Baaghils ongoing engagement with the problems of business and marketing specifically with regard to the Middle East and the developing world. He speaks warmly yet firmly to Middle Eastern CEOs, providing them with needful advice that comes from his clear vision of how far there is to go, but more importantly, how great the possibilities are for business and culture in the region. For the past twenty years of my life I have striven to excel in a field I passionately lovemarketing. From my days at the University of Maine pursuing my marketing degree until today my life has been marketing. My early experience in the profession dates back to 1990, when I joined a reputable company, Edison Brothers, based out of St Louis, Missouri. Now I have risen from an employee to a self-employed entrepreneur who has created numerous companies for himself and others. My experience speaks for itselfthrough my marketing work, the books Ive authored, and my consultancies. |
Contents
1 | |
The Strategys Foundation The Idea and Your Audience | 13 |
Products and Services That Have a Chance to Belong | 23 |
The Audience | 35 |
Belonging and the Strategies of Price Reach and Positioning | 45 |
Brand product profile | 57 |
Brand Product Profile Part 2 Whats in a Name | 63 |
Brand Product Profile Part 3 Emotion Placement Packaging | 73 |
Brand Communication Part 1Internal Brand Processing | 79 |
Brand Communication Part 2External Brand Processing | 91 |
New Issues in Marketing | 115 |
A Call to Action | 135 |
Three Case StudiesAn Outroduction | 139 |
Closing Thoughts Why We Should Care | 153 |
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The Power of Belonging: The Marketing Strategy for Branding Said Aghil Baaghil No preview available - 2010 |
Common terms and phrases
advertising agency airline associated audience’s belonging process beverage brand belonging brand building brand communication brand culture brand name brand owners brand personality brand positioning brand profile brand strategy branding process business owners CEOs coffee colors company’s consider consumer consumer’s corporate create customers deliver deliverables develop elements Emirates Emirates Airlines employees energy drink Etihad Airways example expectations Expedia experience external Facebook failed firm flirt FMCGs focused font global Gmail Google growth heart human idea impact important industry initial innovation internal branding Internet iPhone Jack Trout launched LinkedIn live logo marketing department marketing mix McDonald’s Microsoft Middle East mind move needs online buying organization packaging perception platform potential process of belonging reach regard region segment sell simple social media Splenda Starbucks tagline target audience things today’s total brand understand web-based email word of mouth