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Understanding Brands
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Understanding Brands

Understanding Brands

Peter Cheverton

192 pages, parution le 26/04/2006

Résumé

Good brand management is the route to getting a brand to work harder, make its proper mark and achieve success. Any brand - new or old - must be managed, nurtured, exploited and, when necessary, changed.

Understanding Brands is for those who know that brand management is crucial but don't know how to go about it. It will help you to understand:

  • what a brand is and what it can do for you;
  • the brand as an emotional charge;
  • the brand as a personality;
  • branding and business strategy;
  • how to position your brand or extend it;
  • the importance of advertising.

Featuring fascinating real-life examples, including Persil, Levi Strauss, Dyson, Ben & Jerry's, IKEA, Virgin Atlantic and Nestle, Understanding Brands takes you through the entire process of building, defining and managing a brand.

L'auteur - Peter Cheverton

Peter Cheverton is a Director of INSIGHT Marketing and People, an international training and consultancy firm specializing in marketing and key account management, with clients in fmcg, financial services, pharmaceuticals, speciality chemicals and IT. He is the author of Key Account Management, and Key Marketing Skills, both published by Kogan Page

Sommaire

  • Defining the brand - its purpose and its benefits
  • Brand management - the strategy
  • Brand management - the implementation
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Caractéristiques techniques

  PAPIER
Éditeur(s) Kogan Page
Auteur(s) Peter Cheverton
Parution 26/04/2006
Nb. de pages 192
Format 14 x 21,5
Couverture Broché
Poids 230g
Intérieur Noir et Blanc
EAN13 9780749446659
ISBN13 978-0-7494-4665-9

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