Building the Corporate Brand
| Author | : | |
| Rating | : | 4.76 (779 Votes) |
| Asin | : | 0968883907 |
| Format Type | : | paperback |
| Number of Pages | : | 440 Pages |
| Publish Date | : | 0000-00-00 |
| Language | : | English |
DESCRIPTION:
A Customer said An Expert View.. This is a brand and marketing strategy book I must highly reccommend- especially for professionals in the field (even with the odd spelling mistake). Really detailed, expert analysis and unique insight- the "real thing" in a world that is full of "pretend experts". This guy kn. THE brand and marketing guide for brand managers. As a brand manager for many years for a high profile conssumer products brand, I am very careful where I get my knowledge updates from. Like everyone else, I have tried the 'trendy', mass gurus like Tom Peters that come and go, and dabble in brand issues, and have been disappo. Paul S. Global Brand Manager & CMO said Fortune 500 Brand Manager's Guide. Simply a must have for any 'major league' brand manager. In a world where skill is the underlying key to brand and marketing success this book is simply the best I have ever come across. I also suggest any of Jaworski's articles and ideation papers- there are many. He has also
Jaworski is a member of the Who'sWho of USA University Students and has consulted or worked for world-leading organizations including Esso/Exxon, the St. Mr. Jaworski's passion is Corporate Brand and Strategic Marketing and has spent the last three years developing, researching and putting together the concepts which are the foundation of this book. . Louis RCGA, Budweiser, The Hard Rock Cafe, Nestle, Canadian Pacific Rail Corporation, Energizer, Apple, and AT & T. Lou
The book is in the hands of numerous Fortune 500 Senior Executives.. The book covers all aspects of Brand Building in great detail including: Brand Equity, Positioning, Brand Mapping, The Building of Image, Brand Architecture and Audit, BCP Relationships, Key Driver Discovery, SKU Analysis, Complex Situation Analysis, Brand Defending, and Brand Evolution. There are 75 Key Brand Laws defined, 120 mostly original diagrams, and many case study examples. EII is a state-of-the-art Brand Building Book designed for Marketing, Brand, and Advertising Professionals/Executives- as opposed to academics
From the Publisher A Strong, For "Professionals" Brand Building Guide and Reference.