BRANDING 2ND EDITION by Geoffrey Randall
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BRANDING 2ND EDITION
Summary
Branding is now central to the strategies of fast-moving consumer goods (FMCG) companies, those in the service sector and to business-to-business markets. This practical guide to branding helps the reader to plan their brand strategy and contains examples.
BRANDING 2ND EDITION Summary
Table of Contents
What is a brand?; the value of brands; challenges to brands; consumers and brands; brand stretching and brand extensions; advertising, promotion and the brand; the role of retailers; branding in service businesses; branding in business-to-business markets; the company and the brand; international and global brands; brand planning; organizing for branding.
Additional information
GOR001320301
9780749432812
0749432810
BRANDING 2ND EDITION by Geoffrey Randall
Used - Very Good
Hardback
Kogan Page Ltd
2000-04-30
160
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
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