Code: 02408810

Science and Art of Branding

Name: Science and Art of Branding
Brand: Taylor & Francis Ltd
SKU: 02408810
Price: 77.98 EUR
Availability: InStock

by Giep Franzen

Language: English
Binding: Paperback
Number of pages: 558
Publisher: Taylor & Francis Ltd, 2008
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77.98 €

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Book synopsis

Offers an overview of thinking about the development of brand strategy. This book approaches successful brand strategy from both the producer and consumer perspectives. It makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions, and explains how to fit them to build successful brands.