This title is not for advertising and design professionals. It is for all those involved with building and defining their own brands, for those who know that brand management is crucial, but who don't know how to go about it. Good brand management is the route to getting the brand to work harder and to make its proper mark. Any brand, new or old, must be managed, nurtured, exploited and, when necessary, changed. Good brand and business managers must understand what a brand is, what it can do for them, and how it supports the strategic goals of the business. Good brand managers must also direct and co-ordinate the wide and daunting variety of tasks and experts involved in making brand strategy happen. This handbook demonstrates how this challenge can be tackled head on. Peppered with real-life examples (good and bad), and a brand health checklist, it features pragmatic advice on positioning, targeting and implementation.
- ISBN10 0749446129
- ISBN13 9780749446123
- Publish Date 3 April 2002 (first published 1 January 2002)
- Publish Status Permanently Withdrawn
- Out of Print 22 December 2011
- Publish Country GB
- Imprint Kogan Page Ltd
- Format eBook (EPUB)
- Pages 190
- Language English