Product Description

This title is not for advertising and design professionals. It is for all those involved with building and defining their own brands, for those who know that brand management is crucial, but who don't know how to go about it. Good brand management is the route to getting the brand to work harder and to make its proper mark. Any brand, new or old, must be managed, nurtured, exploited and, when necessary, changed. Good brand and business managers must understand what a brand is, what it can do for them, and how it supports the strategic goals of the business. Good brand managers must also direct and co-ordinate the wide and daunting variety of tasks and experts involved in making brand strategy happen. This handbook demonstrates how this challenge can be tackled head on. Peppered with real-life examples (good and bad), and a brand health checklist, it features pragmatic advice on positioning, targeting and implementation.

Product Details

• Amazon Sales Rank: #1024695 in Books
• Published on: 2002-04-03
• Format: Illustrated
• Original language: English
• Number of items: 1
• Binding: Paperback
• 180 pages

—Media Week, April 2005
"A quick and broad introduction to the world of ‘the brand’."

—In-Store, April 2005
"A series of books challenging marketers to own up to their weak spots."

Business in Scotland
“An invaluable addition to any office bookcase – but may also have a measurable impact on your company’s fortunes.”