Brand creation and brand management is an essential strategy for
success and profitability and should involve everyone in the
organization who comes in contact with brands, products and
services. This book provides readers with an insight into all
components of brand management including a wide range of business
models and techniques that help to build strong and effective
brands in the marketplace. Many current brand books tend to rely on
case studies alone, emphasizing brand decisions as attached to
company history. This book reveals the methods of choosing an
appropriate framework for developing and managing a specific brand
and shows how to match an appropriate strategy with the overall
strategic goals of the organization.
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