Год выпуска: 2003 Автор: Brad VanАuken Издательство: AMACOM/American Management Association Страниц: 320 ISBN: 0814406815
Описание
The vast majority of even solid, dependable brands toil along, achieving acceptable but unspectacular results due to an inability to distinguish themselves from their competitors. Their problem? They confuse branding with marketing, brand management with product management, and brand identity with slogans and ad campaigns. Making these distinctions crystal clear is what Brand Aid is all about. This clear and practical guide can help you give your brand an unmistakable and revered identity in a crowded market. Brand Aid offers real solutions for some of the most common and intractable challenges facing both new and established brands. A troubleshooting guide for brands struggling to gain strength, the book can also help your business build a brand from the ground up, with strategies for: - Designing your brand around a thorough understanding of your customer-and your competition. - Building the brand through conventional, online, and integrated marketing-so that customers...
