Building strong brands
Publication details: London : Pocket, 2010. Description: ix, 380 p. : ill. ; 20 cmISBN: 9781849830409 (pbk.) ; 1849830401 (pbk.)Subject(s): Brand name products -- Management. Business names -- Management. brandsDDC classification: 658.827 AAK| Item type | Current library | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
English Lending
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Villa College Library | Villa College Library | 658.827 AAK (Browse shelf(Opens below)) | Available | 8953 |
In this book the author uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed. A common pitfall of brand strategists is to focus on brand attributes. He shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organization, and brand-as-symbol perspectives.
As industries turn increasingly hostile, strong brand-building skills are needed to survive and prosper. In this text managers can discover the value of brand as a strategic asset and a company's primary source of cmopetitive advantage.
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