Strong Brand. From Strategy and Brand Design to Status and Leadership
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!
Author: ТИБО Э.
Printhouse: Mann, Ivanov i Ferber
Series: Key Ideas of Marketing
Age restrictions: 16+
Year of publication: 2023
ISBN: 9785002140992
Number of pages: 480
Size: 24x16.6x3.1 mm
Cover type: Твердый переплет
Weight: 840 g
ID: 1475636
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