It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that t…
It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that t…
It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that t…
Using the attributes from real managers and directors who have built successful brands, this book offers a practical program of "workouts" that analyze the fundamental reasons behind the success of brands across a range of business areas. It will help brand managers ensure the h…
Too often the "brand" is spoken of as an entity in its own right. It is treated as an object rather than as the brainchild of creative individuals. "The Brand Gym" is a simple, practical guide to brand management and how it can boost business performance. The book reveals the fu…
Using the attributes from real managers and directors who have built successful brands, this book offers a practical program of "workouts" that analyze the fundamental reasons behind the success of brands across a range of business areas. It will help brand managers ensure the h…
The Brand Gym is a refreshingly simple, practical guide to brand management and how it can boost business performance. The book reveals the fundamental differences between winners and losers in the branding battle, illustrated with inside stories from Unilever, Gillette, Apple a…
"In the new economy where value drivers are shifting from tangible to intangibles resources, brands are the most familiar asset. They are well known by consumers, perceived as a critical component of enterprise value and often motivate large mergers and acquisitions. Yet, brands…
"Il y a deux essais dans ce livre, écrits par des auteurs dont ni les problèmatiques ni les objets d'étude ne sont exactement similaires. L'un se veut une interprétation historico-sociale, l'autre une approche marketing et sémiotique du luxe ; le premier adopte le point de vue d…
"Brand Planning for the Pharmaceutical Industry begins by exploring what branding is and why it is of importance, particularly to the pharmaceutical sector. The book then goes on to show how branding can be integrated into the early stages of the commercialization process for ne…
"Brand Planning for the Pharmaceutical Industry begins by exploring what branding is and why it is of importance, particularly to the pharmaceutical sector. The book then goes on to show how branding can be integrated into the early stages of the commercialization process for ne…
by Fournier, Susan, Breazeale, Michael, Avery, Jill
From the editor team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of the first book, but takes th…
