Establish a Brand Quickly -- Brand Strategies in the New Economy Era

Author: (USA) Winkler, A.M.
Publisher:
Publish Date: 2000-10-01
Features: The book "Fast Brand Building" will challenge your existing brand concepts and lead you into a brand new world. You will see how today's hot high-tech companies are discarding traditional methods and creatively shaping brands. These companies represent the rapid expansion of tech culture, and from their development journey, we can see how the tech industry has bridged the gap between markets and advertising industries, delivering information swiftly with a click of the mouse in a blink of an eye. In this timeless brand book, the author describes how technology has transformed the role of brand builders and reflects on traditional marketing models established by large companies like Procter & Gamble, Unilever, and Colgate-Palmolive. Many large tech companies are now giving new meaning to marketing theories. Microsoft, Intel, and America Online are all undergoing this innovative process. In "Fast Brand Building," you will learn how to apply the experiences of these companies. The book reveals 6 common pitfalls in the current brand-building process and provides methods to correct these deviations to meet the needs of fast brand building. The book also describes the success stories of brands like Sony, Intel, Amazon.com, and Dell computers in a relaxed manner. By reading this book, you will learn: