0670030767 9780670030767 0142001902 9780142001905 9781101200285 electronic book
Alternate Call Number
K 332 BED.N
Summary
In the twenty-first-century marketplace, the companies that will flourish are those that overcome these obstacles by building great brands - brands that are widely desired, trusted, and enduring ... At the heart of the branding process, [the author] shows, is learning how o transcend the tangible aspect s of a commodity, product, ro service and create a deeper and more enduring relationship with customers ... He explains such key concepts as how to make products relevant; how to decode a brand's DNA to reveal its essence how to grow a brand intelligently and responsibly; how to present a brand in a number of different environments without compromising it or diluting its strength; and how companies can leverage and further solidify their unique brand assets to do good within their communities and even around the world. This practical and inspiring guidebook is an indispensable map for business of whatever size to chart their way through a New Brand World.-Dust jacket.
Formatted Contents Note
1. All aboard the brandwagon; 2. Cracking your brand's genetic code; 3. Building brandwidth; 4. Show some emotion; 5. Brand environmentalism; 6. Brand leadership; 7. Branding and the corporate goliath; 8. Brand future.
Source of Description
Title from resource description page (Recorded Books, viewed June 19, 2014).