Brand Bible - The Complete Handbook of Brand Knowledge

Author: Susanna Hart
Publisher:
Publish Date: 2006-04-01
Features: This book is themed around brands and brand strategies, or perhaps we could say, it's a book about the "brand revolution." By the standards of the loud and bustling world of advertising and marketing, this revolution might seem relatively quiet, yet it is still a revolution. With economic development, the value and significance of brands have become increasingly important, and many companies have begun to establish their own brand departments and implement their corporate brand strategies. This book, centered on brands and brand strategies, elaborates in detail on what a brand is, the history of brands, brand development, brand research, and various aspects of brands. It describes how companies can leverage brands to create new wealth and embrace the era of the brand revolution, providing readers with fundamental knowledge about the most dynamic, increasingly pervasive, and influential business trend in today's commerce.