Product Description

This text offers a complete overview of the brand management process. It shows how the various components of branding come together and work as part of an overall system, covering the entire spectrum of brand issues, including: brand research; brand positioning; brand identity standards and systems; brand equity measurement; brand marketing and advertising; brand extension; global branding; brand legal issues; developing a brand building organization; and brand building on the Internet. Including 15 checklists and 22 non-traditional brand management techniques, the book aims to be free of jargon and a quick day-to-day reference. It provides a variety of techniques, templates, exercises, "rules of thumb", facts, information, research findings, cases and examples.

Product Details

• Amazon Sales Rank: #1604026 in Books
• Published on: 2002-07
• Original language: English
• Binding: Hardcover
• 316 pages

Review
"A comprehensive guide unlike any other on the market today. Apply what you learn to your brand building activities and watch the value of your brand and bottom line increase." Amy Kelm, Worldwide Consumer Brand Development Manager, Hewlett-Packard "I've referred to the draft copy you sent so much it's getting dog-eared." Tom Welle, Advertising Director, Potomac Electric Power Company

Amy Kelm, Worldwide Consumer Brand Development Manager, Hewlett-Packard
'A comprehensive guide unlike any other on the market today...watch the value of your brand and bottom line increase.'

Dan Hucko, Vice President, Corporate Communications and Investor Relations, Harris Interactive Inc.
'...should really be named Brands for Dummies. I’m definitely going to keep this one around and only wish that I had found it years ago.’