The Real Power of Brands: Making Brands Work for Competitive Advantage (Financial Times Series) - Tapa dura

Sinopsis

The Real Power of Brands is the complete guide to brand management addressing the new environment facing brands in the 1990s and beyond.
Using high profile case studies, interviews and real life examples, The Real Power of Brands provides insight into the changing world of brands and looks at the most recent cases such as Marlboro Friday - Marlboro were challenged by cheap own-brands and decided to take their brands 'down-market' to compete. 29% of their share value was wiped out in one day; intel spent millions raising the profile of a brand which dominated 80% of the market. Their publicity back-fired when the product proved to have a minor fault; Cola Wars - Coke v Pepsi/Sainsbury's Classic Cola/Virgin Cola and Mars bars to Mars ice-cream; Virgin to Virgin Radio/Vodka/Cola.
This is the first book to discuss branding since these major developments and will prove invaluable to anyone involved in brand management, or companies and managers keen to keep on top of the current debate.

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