The Truth About Managing Brands brings together 52 'truths' to successfully manage and build brands in any industry or market environment.
Leading brand researcher Brian D. Till reveals how
to:
define your brand promise
name and position new brands
determine when, if, and how to reposition existing brands
package products to support your brands
manage the retail experience
even measure the power of brands and the effectiveness of campaigns.
Along the way, the book reveals how to avoid the disastrous branding blunders too many companies make: mistakes in research, promotion, advertising, brand extension, segmentation, market share strategies, and more.
Part of the successful Truth About Series. Each title covers an entire field of knowledge in a sharp and entertaining way. With approximately 50 honest answers to important questions in every book, you will find yourself thinking 'aha' as you read each page.
The Truth and nothing but The Truth.
- ISBN10 0273720759
- ISBN13 9780273720751
- Publish Date 9 October 2008
- Publish Status Out of Print
- Out of Print 9 November 2012
- Publish Country GB
- Imprint Pearson Education Limited
- Format Paperback
- Pages 224
- Language English