The Brand Marketing Book: Creating, Managing, and Extending the Value of Your Brand
McGraw Hill Professional, 2000 - 247 páginas
Internationally respected marketing consultant Joe Marconi shows how to build a "value-added" brand in today's competitive global marketplace by creating an effective, integrated strategy involving advertising, marketing, publicity, and research. Case studies of successful brands that are now household names as well as those we no longer remember are included. Features "on-the-money" guidance for building successful brand strategies and brand loyalty including: * Finding the right name or changing names. * Creating logos, signatures, and corporate identity programs. * Building a brand through advertising. * Creating, managing, and marketing brand equity.
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Equity Loyalty and a Good Brand Name
Creating a Brand Niche
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