Competitive Success: How Branding Adds Value
| By: | John A. Davis |
| Publisher: | Wiley Global Education UK |
| Print ISBN: | 9780470998229 |
| eText ISBN: | 978EUDTE00607 |
| Edition: | 1 |
| Copyright: | 2009 |
| Format: | Reflowable |
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Table of Contents
Competitive Success: How Branding Adds Value explains how companies can realize substantial competitive advantages and gains in financial and perceptive value if they develop a brand-centric philosophy. It describes the latest brand frameworks, emphasizing their practical applications.
The book presents a comprehensive review of the entire brand spectrum, including:
- Brand strategy
- Implementation
- Customer/brand insight
- Resource allocation
- Performance measurement