Understanding Brands by Peter Cheverton

Understanding Brands by Peter Cheverton

Good brand management is the route to getting a brand to work harder, make its proper mark and achieve success. Any brand, new or old, must be managed, nurtured, exploited and, when necessary, changed. Understanding Brands is for those who know that brand management is crucial but who don't know how to go about it. It will help them to understand what a brand is, what it can do for them, and how it supports the strategic goals of the business. It also helps managers to direct and co-ordinate the wide and daunting variety of tasks and experts involved in making brand strategy happen. Featuring many fascinating real-life examples (both good and bad), Understanding Brands also includes a brand health checklist. Managers of all levels will benefit from its pragmatic advice on positioning, targeting and implementing a brand.

"A quick and broad introduction to the world of 'the brand'" - Media Week"

Peter Cheverton is a director of Insight Marketing and People, an international training and consultancy firm specializing in marketing and key account management. Clients include both SMEs and multi-national companies. He is the author of the acclaimed guides Key Account Management and Key Marketing Skills (published by Kogan Page).

SKU	Unavailable
ISBN 13	9780749446659
ISBN 10	074944665X
Title	Understanding Brands
Author	Peter Cheverton
Series	Creating Success
Condition	Unavailable
Binding Type	Paperback
Publisher	Kogan Page Ltd
Year published	2006-04-03
Number of pages	160
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
Note	Unavailable