The Mystery of the Brand

Author: Heinz-Joachim Simon
Publisher:
Publish Date: 2003-05-01
Features: Today, brand management has become a hot topic among the leadership of German businesses. More and more people recognize that a company's brand value is more important than its capital value. However, how can a brand not only achieve high visibility but also possess the ability to add value, i.e., the brilliance of the brand? This book provides detailed answers to every question. It delves deeply into the mysteries of brands: When and why can a brand fulfill its role? Today, brand management has become a hot topic among the leadership of German businesses. More and more people recognize that a company's brand value is more important than its capital value. However, how can a brand not only achieve high visibility but also possess the ability to add value, i.e., the brilliance of the brand? This book provides detailed answers to every question. It delves deeply into the mysteries of brands: When and why can a brand fulfill its role? Where are the reasons for the chronic, unnoticed decline of a brand? How to manage and operate brands in the era of new media? How to apply networking and resource sharing? What brand principles must be followed? Can the success of brands be programmed?