Strong Brand. From Strategy and Brand Design to Status and Leadership

A strong, attractive brand is a powerful corporate asset that enhances the company's value.
This book gathers all aspects of creating a strong brand and managing it effectively. The theoretical part is complemented by analyses of business cases from world-renowned companies such as Google, Apple, McDonald's, John Deere, Ulta, and others. The authors of the book are professors from the most famous marketing and branding school in the USA - the Kellogg School of Management.
By reading this book, you will:
- understand why a recognizable brand is so important;
- receive recommendations on building a brand portfolio;
- learn the principles of managing global brands;
- master effective brand communications;
- get acquainted with methodologies for understanding consumers and assessing brands.
Boost your brand and gain a competitive advantage that will take your business to the next level!