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Opis

THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a "charismatic brand"--a brand that customers feel is essential to their lives. In an entertaining two-hour read you'll learn: * the new definition of brand * the five essential disciplines of brand-building * how branding is changing the dynamics of competition * the three most powerful questions to ask about any brand * why collaboration is the key to brand-building * how design determines a customer's experience * how to test brand concepts quickly and cheaply * the importance of managing brands from the inside * 220-word brand glossary

Szczegóły książki

Kategoria Książki po angielsku Economics, finance, business & management Business & management Sales & marketing

• Pełny tytuł: Brand Gap, The
• Podtytuł: Revised Edition
• Autor: Marty Neumeier
• Język: Angielski
• Oprawa: Miękka
• Liczba stron: 208
• EAN: 9780321348104
• ISBN: 0321348109
• ID: 04054156
• Wydawca: Pearson Education
• Waga: 250 g
• Wymiary: 135 × 203 × 22 mm
• Data wydania: 01. August 2005

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