Branding Applications

Briefly describes content of case. Basics of Branding: A Practical Guide for Managers is a 6-chapter book published in 2013 by the Business Expert Press and written by Jay Gronlund, president and founder of The Pathfinder Group and instructor at New York University. Gronlund provides an in-depth analysis of branding and the requirements of successful brand development. He explores critical concepts including market positioning, brand equity, and content marketing as well as the implications of continuing changes in the market environment due to technology. Using illustrative examples from well-known brands and summarizing important research, he provides practical guidance and insight for both managers and students. In Chapter 3, Branding Applications (32 pages), the author explores five different areas for branding outside of product marketing, providing background and practical insight on developing brands for corporations, employers, individuals, global markets, and countries. First, drawing on the example of General Electric, he highlights the importance of corporate values, vision, and mission. Second, he explains the importance of a strong internal or employer brand, aimed at creating a robust and positive culture for employees. Third, he discusses the emerging concept of a personal brand for networking and job search purposes. Fourth, he explains the development of the transnational and global brands. Finally, he presents a model for building a country's brand in the global economy.

• Strategic positioning
• Branding
• Consumer behavior