Breakthrough Branding: Positioning Your Library to Survive and Thrive [0.99 USD]

Breakthrough Branding: Positioning Your Library to Survive and Thrive [0.99 USD]

216 pages
8.5" x 11"
Softcover
ISBN-13: 978-1-55570-766-8
Year Published: 2013
AP Categories: A







Introduction : The ebook
216 pages
Digital Download: PDF e-book format
Year Published: 2013
Branding provides a unique way for a library to distinguish itself: its identity, personality, and image. Drawing on five vividly unique case studies from libraries across the country, Breakthrough Branding: Positioning Your Library to Survive and Thrive shows how to mesh your library’s brand deeply and seamlessly within your internal culture, to leverage and better position your brand for the audiences you serve, and develop and implement promotional strategies and tactics consistent with your objectives. Experienced marketers and branding consultants Suzanne Walters and Kent Jackson offer clear advice regarding the art and science of library branding, advocacy, ethical considerations, marketing management and evaluation throughout the book’s three sections:
“Branding” explains what a brand is and how to assess, develop and utilize your brand as an important institutional asset, with insider tips on environmental scanning, market research, and situation analysis;
“Positioning” leads you through the process of effectively addressing your target audiences;
“Promotion” helps you develop an integrated marketing communication strategy, including how to craft on-target messages, leverage your online presence to inform and engage with community members, and capitalize on traditional marketing channels, with guidance on public relations, event strategies, email, websites, and more.
Table of Contents

List of Illustrations
Preface
Acknowledgments

Section I: Branding

Chapter 1: What Is a Brand?

Knowing a Brand Means Experiencing a Brand
What Good Brands Have in Common
The Concept of Brands and Branding Is Evolving
Branding—An Idea Whose Time Has Come
Branding Inspires Action
It Begins with the Basics
The Readily Observable Elements of a Brand
The Tangible Elements of a Brand
Experiential Elements of a Brand
The Origin of Intentional Elements of a Brand
Advanced Branding and the World of Libraries
The Three Dimensions of Branding
Application to Libraries
Summary
References

Chapter 2: Assessing Your Library Brand

Start with Your Own Intuition
Power of the Brand Story
Revisit the Bubble Room
Ask Customers, Colleagues, and Community Leaders
The Nexus—Forging a Purpose and Focusing Your Library
Taking Stock of Your Library Brand
Start with Mission and Values—Why You Are Here
Consider Your Vision—Where You Are Going
Assessing Your Situation with SWOT
Internal Strengths and Weaknesses
External Opportunities and Threats
Team Involvement
Using Market Research
What Constitutes Market Research?
Understanding the Competitive Market
Assessing Market Share and Mind Share
Assessing Brand Equity
Implications for Planning and the Formulation of Strategy
Summary
References

Chapter 3: Developing Your Library Brand

Your Brand Is a Living Thing
A Path to Follow
Who Should Be Involved in the Process?
Use of Outside Experts
Relating the Brand Process to Planning
People, Protocol, and Process
A Disciplined Approach
Step 1—Brand Assessment
Step 2—Brand Discovery
Step 3—Brand Creative
Step 4—Brand Plan
Step 5—Brand Implementation
Internalizing Your Brand
Brand Management
Building Brand Equity
Summary
References

Section II: Positioning

Chapter 4: Defining a Positioning Strategy: Why Is It Important to Your Library?

What Is Positioning? What Is a Positioning Strategy?
Secrets of Positioning: Identifying Target Markets and the Competition
Using Positioning to Differentiate Your Library in the Marketplace
Positioning Differentiates Your Products and Services
Examples of Positioning within the Commercial Marketplace
Your Library Has a Position in the Marketplace
Conducting Market Research to Understand Your Position within the Community
Market Research Methodology
The Integration of Positioning and Branding
Brand Loyalty
Brands Evoke Feelings and Emotional Attachment
Positioning and Branding
Is the Branding Process Necessary to Position the Library?
Strategic Planning and Strategic Positioning
Summary
References

Chapter 5: Understanding Segmentation: Selecting Your Target Markets

Using Market Research to Understand Target Markets
Getting the Market Research Assistance You Need
Using Professional Market Research Teams
Using Primary and Secondary Sources
Understanding Qualitative and Quantitative Research
Understanding Segmentation Analysis and Targeting Your Audience
Cluster Systems: PRIZM and VALS
Selecting Your Target Markets
Criteria for Evaluating Your Target Market
Selecting Your Target Markets (Market Segmentation)
Choosing the Approach for Your Library
Successful Market Segmentation Research—Columbus Metropolitan Library
Summary
References

Chapter 6: Crafting a Desired Positioning Strategy: Achieving a Distinctive Difference

Understanding Positioning as It Relates to the Brand
Behavior-Focused Positioning
Barrier-Focused Positioning
Benefit-Focused Positioning
Competition-Focused Positioning
Focus on Repositioning
Determining How to Position Your Brand
The Positioning Statement
Positioning Drives the Creative Process
Crafting a Positioning Statement
Value Propositions
Value Propositions and Taglines
Where to Begin
Relationship of the Positioning Statement and the Unique Value Proposition
Developing Goals and Objectives for Target Audiences
Summary
References

Section III: Promotion

Chapter 7: Positioning and Marketing Strategies: Introduction to Positioning and the Marketing Mix

What Is the Marketing Mix?
Marketing Mix, Branding, and Positioning
Selecting the Right Marketing Mix for Your Library
Product/Service: The First “P”
The Core Product
The Actual Product
The Augmented Product
The Potential Product
The Product Life Cycle
Place Strategies
Distribution Channels as Place Strategies
Objectives for Place Strategies
Price Strategies
Pricing Strategies and Value
How Organizations Decide on Pricing Strategies
Libraries and the Common Positioning Premise—“Free for All”
Enhancing the Brand through Pricing
Monetary and Nonmonetary Costs
Competitive Behavior and Pricing
Pricing Strategies Built on the Brand and Positioning Statement
Pricing Strategy Based on Product or Service
People Strategies—The Fifth “P” for Consideration
The Customer Life Cycle
Summary
References

Chapter 8: Promoting Your Brand

Concept of Promotion
Brand Architecture and Promotion
Developing Your Brand Architecture
Applications to New and Existing Brands
Revisiting Brand Architecture to Bring Clarity and Focus to the Brand
Investing in Brand Identity
Brand Architecture in Summary
Developing Your Promotional Plan
Developing a Creative Brief
Messages and Messengers
Creative Strategy
Selecting Communication Channels
Varieties of Communication Channels and Media Vehicles
The Website
Facilities and Physical Environments as Communication Tools
Public Relations
Public Relation Tools
Public Relations and Libraries
Nontraditional and New Media Channels
Social Media
Evaluation—You Get What You Measure
Building Brand Champions
Using Internal and External Design Teams
Developing Brand Standards and Guidebooks
Managing Consistency and Integrity of the Brand
Summary
References

Chapter 9: Advocating for Libraries

OCLC Study From Awareness to Funding
Columbus Metropolitan Library
Queens Library: Positioning through Advocacy
Anythink Libraries and Advocacy
Wyoming State Library: Forging Strong Community Grassroots Advocacy Programs
Turning Adversity into Advantage
Using Adversity to Reposition Your Library
The Rebirth of the Grand County Library District
Positioning the Library within the Brand of a University
A Final Word about Leadership
Summary
References

About the Authors
Index

About the Authors

Suzanne Walters was the director of marketing and development for the Denver Public Library, director of marketing for the Regional Transportation District of Denver, developed nationwide programs of aluminum recycling for Adolph Coors Golden Recycling Corporation, and was a statewide coordinator of volunteers and events for the PBS station KRMA. Currently, she is the president of Walters & Associates Consultants and conducts marketing workshops and seminars for libraries both nationally and internationally. She serves on the graduate faculty of Regis University, facilitating courses in social marketing.

Kent Jackson, PhD, CPCU, owner of Jackson Research, Strategy, Solution, LLC, provides consulting services for a variety of for-profit and nonprofit enterprises, including education, professional associations, medical and human service providers, homebuilders and developers, insurers, and professional service firms. For nearly a decade, he was a principal and director of research for a graphic design and branding company. He currently serves on Regis University’s graduate faculty, teaching social marketing and organizational leadership, and as a resource consultant to DiscoveryOnstage, a Los Angeles–based theatrical education and performance company.

 

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NhutTruong.Com - Chia sẻ kiến thức miễn phí: Breakthrough Branding: Positioning Your Library to Survive and Thrive [0.99 USD]
Breakthrough Branding: Positioning Your Library to Survive and Thrive [0.99 USD]
Breakthrough Branding: Positioning Your Library to Survive and Thrive [0.99 USD]
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