Год выпуска: 2010 Автор: Anne H. Chasser Издательство: Страниц: 240 ISBN: 9780470575420
Описание
"Brand Rewired celebrates collaboration and the power of brands. It?s a must–read for all brand managers and business leaders." ?Diane Nelson, President, DC Entertainment, Warner Bros. Entertainment "Brand Rewired is a must–read for everyone who wants to create sustainable brand value. Anne and Jennifer provide an insightful view on how a stronger brand can be built and more long–term value can be created by designing in a holistic intellectual property strategy from the start." ?Chris Thoen, Managing Director, Global Open Innovation Office, Procter & Gamble "This book spells out for all brand owners the clear economic advantages to placing intellectual property at the heart of the branding process."?Frederick Mostert, Group Chief Counsel, Richemont "One company, many departments, hundreds or thousands of brands. How does management coordinate brand development and protection to maximize the company?s assets and the customer?s experience in a rapidly changing global...
