Brand Bible -- The Complete Handbook of Brand Knowledge

Author: Susanna Hart
Publisher:
Publish Date: 2006-04-01
Features: This book focuses on 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 remains a revolution. As the economy develops, the value and significance of brands become increasingly important, and many companies begin to establish their own brand departments and implement their 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 branding. 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 one of the most dynamic, pervasive, and influential business trends of today.