Understanding brands
著者
書誌事項
Understanding brands
（Creating success）
Kogan Page, c2006
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注記
"First published in Great Britain in 2002 by Kogan Page Limited as If you're so brilliant... how come your brand isn't working hard enough? Reissued in 2005 as How come your brand isn't working hard enough?"--T.p. verso
HTTP:URL=http://www.loc.gov/catdir/toc/ecip0610/2006008964.html Information=Table of contents only
At head of title: The sunday times
内容説明・目次
内容説明
Good brand management is the route to getting a brand to work harder, make its proper mark and achieve success. Any brand, new or old, must be managed, nurtured, exploited and, when necessary, changed.
Understanding Brands is for those who know that brand management is crucial but who don't know how to go about it. It will help them to understand what a brand is, what it can do for them, and how it supports the strategic goals of the business. It also helps managers to direct and co-ordinate the wide and daunting variety of tasks and experts involved in making brand strategy happen.
Featuring many fascinating real-life examples (both good and bad), Understanding Brands also includes a brand health checklist. Managers of all levels will benefit from its pragmatic advice on positioning, targeting and implementing a brand.
「Nielsen BookData」 より
