Creating powerful brands
by McDonald, Malcolm H. B., De Chernatony, Leslie, Wallace, Elaine
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"Whether a company has been in business for one year or for one hundred years, redesigns are an inevitable and expensive part of doing business that can have vast ramifications. So while redesigns are relatively commonplace, they must not be taken lightly. This book deconstructs…
The fifth edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Explaining the latest techniques used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by brand strategists today, support…
"In this book, Holt demonstrates that brands become icons not by highlighting unique features and benefits, but by staking out a provocative and valued position in the national culture. Iconic brands address acute cultural contradictions - and the widespread desires and anxietie…
Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive hi…
Iconic brands have social lives and cultural significance that go well beyond product benefits and features. This book distills the strategies used to create the world's most enduring brands into a new approach called 'cultural branding'.
"Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive h…