Building strong brands
| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
London :
Free Press Bussiness ,
c2002
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| Subjects: |
Table of Contents:
- 1. What is Strong Brand?
- 2. The Saturn Story
- 3. The Brand Indentity System
- 4. Organizational Associations
- 5. Brand Personality
- 6. Identity Implementation
- 7. Brand Strategies Over Time
- 8. Managing Brand Systems
- 9. Leveraging the Brand
- 10. Measuring Brand Equity Across Products & Markets
- 11. Organizing for Brand Building