Competitive Success

How Branding Adds Value

• Author(s): John A. Davis,
• Publisher: John Wiley & Sons
• Pages: 422
• ISBN_10: 0470998229
  ISBN_13: 9780470998229
  
• Language: en
• Categories: Business & Economics / Marketing / General , Business & Economics / General , Business & Economics / Advertising & Promotion ,

Description:... 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