Breakthrough Branding Positioning Your Library to Survive and Thrive 1st Edition by Suzanne Walters,Kent Jackson ISBN 1555707661 978-1555707668

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Product details:

ISBN 10: 1555707661 

ISBN 13: 978-1555707668

Author: Suzanne Walters, Kent Jackson

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:

1. What Is a Brand?

2. Assessing Your Library Brand

3. Developing Your Library Brand

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

5. Understanding Segmentation: Selecting Your Target Markets

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

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

8. Promoting Your Brand

9. Advocating for Libraries

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Tags: Suzanne Walters, Kent Jackson, Breakthrough Branding, Positioning Your Library, to Survive and Thrive