Branding is a key consideration in any marketing or communications strategy, however, it has been subject to colossal overuse, misuse, and abuse. This text identifies key misconceptions in the field and shows professionals how to recognize them, avoid them, and replace them with strategic and tactical insight for marketing and management. The book explodes the myths and misconceptions that have developed as branding has become a hotter and more lucrative area for consultants.
- ISBN10 0408012099
- ISBN13 9780408012096
- Publish Date March 1983 (first published November 1976)
- Publish Status Out of Print
- Out of Print 4 December 1992
- Publish Country GB
- Imprint Butterworth-Heinemann
- Edition 4th Revised edition
- Format Hardcover
- Pages 368
- Language English