Good brand management is the route to getting a brand to work harder, make its proper mark and achieve success. Any brand, new or old, must be managed, nurtured, exploited and, when necessary, changed.
Understanding Brands is for those who know that brand management is crucial but who don't know how to go about it. It will help them to understand what a brand is, what it can do for them, and how it supports the strategic goals of the business. It also helps managers to direct and co-ordinate the wide and daunting variety of tasks and experts involved in making brand strategy happen.
Featuring many fascinating real-life examples (both good and bad), Understanding Brands also includes a brand health checklist. Managers of all levels will benefit from its pragmatic advice on positioning, targeting and implementing a brand.
- ISBN10 074944861X
- ISBN13 9780749448615
- Publish Date 3 April 2006 (first published 1 January 2006)
- Publish Status Permanently Withdrawn
- Out of Print 20 December 2012
- Publish Country GB
- Imprint Kogan Page Ltd
- Format eBook
- Pages 160
- Language English