Creating powerful brands : the strategic route to success in consumer, industrial and service markets
著者
書誌事項
Creating powerful brands : the strategic route to success in consumer, industrial and service markets
（The Marketing series）
Butterworth-Heinemann, 1992
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Companies have recognized the balance sheet value of brands. There is however still confusion about branding as a marketing tool where many managers view branding incorrectly as an adjunct to promotion or as an issue relating to design. This book clarifies the nature and power of brands.
目次
- Why is it important to create powerful brands
- understanding the branding process
- how consumers choose brands
- business to business branding
- how consumer brands satisfy social needs
- developing and sustaining added values
- retailer issues in branding
- brand planning
- competitive in branding.
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