An Easy Reference Guide to Solving your Toughest Branding Problems and Strengthening your Marketing PositionBook - 2003
Written by an acknowledged expert with 20 years of experience building world-class brands, Brand Aid is a day-to-day quick-reference guide that provides solutions for the 22 most pressing problems faced by brand managers. This comprehensive, practical how-to guide also gives readers 17 invaluable end-of-chapter checklists to help them assess and advance their own brand management efforts. Succinct and easy-to-read, it features exercises, formulas, case studies, proprietary research findings, and other useful tools - including a template to help them do a complete brand audit. Brand Aid covers topics ranging from research, positioning, and advertising to brand equity management, legal issues in brand management, and creating a brand-building organization. It includes an overview of the entire brand management and marketing process, as well as in-depth discussions of brand building on the Internet and internal brand building. A treasure trove of techniques, templates, and rules of thumb, Brand Aid ! is an indispensable roadmap for anyone responsible for building their organization's brand." "
Publisher: New York : AMACOM, American Management Association, c2003
Branch Call Number: 658.827 V269b 2003
Characteristics: xiv, 306 p. : ill. ; 24 cm