Provides a public forum that reflects the current understanding of advertising as a process of communication, its role in the changing environment, and the relationships between these and other components of the advertising business and practice.
Digital Branding gives step-by-step, practical guidance on how to build a brand online. Through exploring topics like content marketing, social media, search optimisation and web analytics, Daniel Rowles develops a robust framework for brand planning, channel selection and measuring the effectiveness of your brand campaigns. Digital Branding contains real world case studies, a guide to the free and paid tools that can help measure digital branding in each of the different online channels, examples of social guidelines, process and policy and an original step by step digital branding process along with measurement techniques and guidelines.
The only way forward for business success is to create a memorable brand and fix it in the consumer's mind. Branding Your Business explains the whole branding process in easy-to-follow terms. Providing practical help instead of academic theories, it explains what a brand is and what it is not, how to conduct a 'DIY' brand audit and how to use marketing NLP and psychology principles to create a powerful brand for your business. Based around the theory that a brand is the total perception a customer has about a company, its products or services, Branding Your Business will reveal what is needed to create and manage successful brands, increase profits and leave the competition standing.
Whether you're an experienced marketing manager updating your skill set or a newcomer looking to gain a foothold in the current marketplace, this one-of-a-kind resource reveals the parallels between marketing and software development — and shows how marketers can borrow and adapt successful ideas from software management to lead marketing more effectively in a digital world.
The University Libraries at Virginia Tech created an excellent guide which explains the differences between popular, scholarly, and trade publications. All of these may be good sources, depending on your information need and assignment.