Advanced Brand Management: From Vision to Valuation
Type
Book
Authors
ISBN 13
9780471479253
Category
GENERAL
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Publication Year
2002
Publisher
Pages
240p.
Subject
Brand name products -- Management
Abstract
Branding your firm's future-with success. More than a name game, product branding is often a high-stakes gamble-even when there's substantial market research behind it. The Classic Coke fiasco is just one example. With millions of dollars at stake each time out, companies can't afford branding strategies that can't stand up in the marketplace. Representing the brain trust in brand management, Paul Temporal's Advanced Brand Management presents the highly sophisticated branding techniques used by some of the world's leading companies.
Number of Copies
1
