This guide aims to cover every aspect of branding, drawing on case studies and reviews of literature, and applying researched information to practical strategies for implementation. The authors provide a consistent set of definitions, developed into a logical framework of the branding process. The case studies cover leading product, service and retail brands, such as Gordon's Gin and Sainsbury. The book is based on extensive interviews with marketing directors, product managers and sales promotion agencies.
- ISBN10 0077078128
- ISBN13 9780077078126
- Publish Date 20 September 1993
- Publish Status Out of Print
- Out of Print 4 July 2001
- Publish Country GB
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw-Hill Publishing Co.
- Format Paperback
- Pages 240
- Language English