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The Essential Brand Book
Iain Ellwood
其他書名
Over 100 Techniques to Increase Brand Value
出版Kogan Page, 2000
主題Business & Economics / Advertising & PromotionBusiness & Economics / Marketing / GeneralReference / Consumer Guides
ISBN07494327999780749432799
URLhttp://books.google.com.hk/books?id=zNFXAAAAYAAJ&hl=&source=gbs_api
註釋Brand creation and brand management is an essential strategy for success and profitability and should involve everyone in the organization who comes in contact with brands, products and services. This book provides readers with an insight into all components of brand management including a wide range of business models and techniques that help to build strong and effective brands in the marketplace. Many current brand books tend to rely on case studies alone, emphasizing brand decisions as attached to company history. This book reveals the methods of choosing an appropriate framework for developing and managing a specific brand and shows how to match an appropriate strategy with the overall strategic goals of the organization.