Competitive success : how branding adds value

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Title:

Author:

Davis, John.

ISBN:

9780470998229

Personal Author:

Davis, John.

Publication Information:

Chichester, West Sussex, U.K. ; Hoboken, NJ : John Wiley, 2010.

Physical Description:

xxiv, 397 p. : ill. ; 24 cm.

Contents:

Competitive success -- Brand value -- Brand portfolios and architecture -- The new brand building framework : destiny-distinction-culture-experiences (DDCE) -- Brand destiny -- Brand distinction -- Brand culture -- Overview of brand experiences -- Brand experiences : customers and solutions -- Brand experiences : marketing communications and environment -- Brand leadership : senior management, team, planning, mapping.

Subject Term:

Brand name products.

Branding (Marketing)

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025442621	658.827 D262C 2010	1	Searching... Unknown

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Summary

Competitive Success: How Branding Adds Value explains how companies can realize substantial competitive advantages and gains in financial and perceptive value if they develop a brand-centric philosophy. It describes the latest brand frameworks, emphasizing their practical applications.

The book presents a comprehensive review of the entire brand spectrum, including:

Brand strategy Implementation Customer/brand insight Resource allocation Performance measurement