Brand Bible -- The Complete Handbook of Brand Knowledge

Author: (English) Susan. Hart (Hart.S.) / John Murphy (Murphy.J.) Edited by Gao Lixin
Publisher:
Publish Date: 2006-04-01
Features: This book is themed around brands and brand strategies. Perhaps we could also say it's a book about the "brand revolution." By the standards of the noisy world of advertising and marketing, this revolution might seem relatively quiet, yet it is still a revolution. As the economy develops, the value and significance of brands become increasingly important, and many companies have begun to establish their own brand departments and implement their corporate brand strategies. This book, themed around 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 use 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 commercial landscape.