Understanding Brands (Creating Success series, 113) - Tapa blanda

Sinopsis

<p>Good brand management is the route to getting a brand to work harder, make its proper mark and achieve success. Any brand, new or old, must be managed, nurtured, exploited and, when necessary, changed.</p><p><i>Understanding Brands</i> is for those who know that brand management is crucial but who don't know how to go about it. It will help them to understand what a brand is, what it can do for them, and how it supports the strategic goals of the business. It also helps managers to direct and co-ordinate the wide and daunting variety of tasks and experts involved in making brand strategy happen.</p><p>Featuring many fascinating real-life examples (both good and bad), <i>Understanding Brands</i> also includes a brand health checklist. Managers of all levels will benefit from its pragmatic advice on positioning, targeting and implementing a brand.</p>

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