Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand …
"World class marketing experts, Nirmalya Kumar and Jan-Benedict Steenkamp set out a cutting-edge plan for emerging market brands to achieve success in international markets. Brand Breakout outlines eight strategies - including the Asian tortoise route, from B2B to B2C, brand acq…
"Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only establish…
"Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only establish…
Section I. Context -- section II. Frameworks and tools -- section III. Moving forward.
"The Brand Challenge provides a comprehensive and topical examination of the application of branding across a variety of categories such as luxury goods, media, football clubs and cities; it proves essential reading for anyone involved in branding decisions or wanting to know mo…
"Branding has reached a new frontier. In the future brands will have to appeal to more than one or two of the classic five senses. Branding expert Neil Gains shows both the science and the practical applications of how this can be done, and links symbolism and storytelling to se…
What happens to the nation when it is reconceived as a brand? How does nation branding change the terms of politics and culture in a globalized world? This book offers a unique critical perspective on the power of brands to affect how we think about space, value, and identity.
