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Building Brand Identity - A Strategy for Success in a Hostile Marketplace

Name: Building Brand Identity - A Strategy for Success in a Hostile Marketplace
Brand: John Wiley & Sons Inc
SKU: 04887269
Price: 52.18 EUR
Availability: InStock
Author: Lynn B. Upshaw
ISBN: 9780471042204

Lynn B. Upshaw

Jezik

Engleski

Knjiga Tvrdi uvez

Libristo kod: 04887269

Nakladnici John Wiley & Sons Inc, srpanj 1995

Using a practical analytical approach, this timely work presents information and insights on the dai... Cijeli opis

Libristo kod: 04887269

127 b

52.18 €

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Using a practical analytical approach, this timely work presents information and insights on the daily challenges brand managers face. Divided into two sections, the first emphasizes the need to understand customers and the current brand's assets before proceeding to refashion the brand's positioning and personality. The second half presents a detailed look at the practicalities of branding in today's tough market conditions along with an in-depth description and analysis of six major brands which have succeeded in creating strong identities. Includes hundreds of actual, up-to-the-minute examples.