Myths of Branding

Dispel the Misconceptions and Become a Brand Expert

Simon Bailey, Andy Milligan

• Publisher: Kogan Page
• Year: 2022
• ISBN:
  9781398608160
• Edition: 2
• Topic: Business
• Subtopic: 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 and that the customer is always right - these myths are all surprisingly entrenched, yet could not be further from the truth. Myths of Branding uses up-to-date case studies and witty examples 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. About the Business Myths series... The Business Myths series tackles the falsehoods that pervade the business world. From leadership and management to social media, strategy and the workplace, these accessible books overturn out-of-date assumptions, skewer stereotypes and put oft-repeated slogans to the test. Entertaining and rigorously researched, these books will equip you with the insight and no-nonsense wisdom you need to succeed.

Table of contents

• 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 are bad for society, exploiting customers and workers to make profits
• MYTH 7 Brands don’t have financial value
• MYTH 8 Brand valuation is entirely subjective and not worth doing
• MYTH 9 Brands don’t generate meaningful returns
• MYTH 10 Differentiation is dead. Distinctiveness matters
• MYTH 11 The customer is always right
• MYTH 12 You need many decades to build a truly global brand
• MYTH 13 Having one brand is better than having lots of brands
• MYTH 14 A brand is ‘owned’ by the marketing department
• MYTH 15 Brand purpose is just CSR by another name
• MYTH 16 Customers are seeking a personal relationship with your brand
• MYTH 17 Branding is all fluff with no rigour or science
• MYTH 18 In certain types of business, brands don’t really matter
• MYTH 19 Branding has nothing to do with the customer experience
• MYTH 20 Branding is all about the product
• MYTH 21 Creating brand names is easy
• MYTH 22 Brands are just consumer goods
• MYTH 23 Brands are just about what happens on the outside
• MYTH 24 There is no such thing as brand loyalty
• MYTH 25 A consistent brand identity is everything
• Index