Branding in action : cases and strategies for profitable brand management
著者
書誌事項
Branding in action : cases and strategies for profitable brand management
（McGraw-Hill marketing for professionals）
McGraw-Hill, c1993
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
This guide aims to cover every aspect of branding, drawing on case studies and reviews of literature, and applying researched information to practical strategies for implementation. The authors provide a consistent set of definitions, developed into a logical framework of the branding process. The case studies cover leading product, service and retail brands, such as Gordon's Gin and Sainsbury. The book is based on extensive interviews with marketing directors, product managers and sales promotion agencies.
目次
- What is branding? Cases - Rover cars (UK), BMW (Europe)
- brand names, case - Transax
- building the brand propositions, case - Highland Spring
- brand stretching, case - McVitie's Mini Cheddars
- corporate brands and corporate identities, case - British Airways
- own labels, case - Sainsbury, Tesco
- brands as assets, case - premier brands
- international brands, case - Gordon's Gin
- brand strategies and competitive advantage, case - competitive sparkler (champagne brands)
- research methodologies for branding, case - Toshiba.
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