This book explains how companies can realize substantial competitive advantages and gains in financial and perceptive value if they develop a brand-centricphilosophy. Competitive Success: How Branding Adds Value will describe the latest brand frameworks, emphasizing their practical applications. The book willpresent a comprehensive review of the entire brand spectrum, including: Brandstrategy Implementation Customer/brand insight Resource allocation Performance measurement The book will be organized around the following eight themes: Section 1: Brand Overview Section 2: The Brands Future: Understanding the Importance of Brand Destiny Section 3: Brand Strategy for the 21st Century Section 4: Creating and Developing a Brand Culture Section 5: The Brand Experience Section 6: Brand Measurement Section 7: How Brand Management Works
- ISBN: 978-0-470-99822-9
- Editorial: John Wiley & Sons
- Encuadernacion: Rústica
- Páginas: 424
- Fecha Publicación: 08/01/2010
- Nº Volúmenes: 1
- Idioma: Inglés