How Come Your Brand Isn't Working Hard Enough ?
How Come Your Brand Isn't Working Hard Enough ?
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Summary
A guide to brand management for managers who are determined to make their mark. How Come Your Brand Isn't Working Hard Enough? demonstrates how to tackle the challenges of brand strategy, and includes real-life examples (good and bad), a brand health checklist, and pragmatic advice on positioning, targeting and implementation.
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How Come Your Brand Isn't Working Hard Enough ? by Peter Cheverton
This title is not for advertising and design professionals. It is for all those involved with building and defining their own brands, for those who know that brand management is crucial, but who don't know how to go about it. Good brand management is the route to getting the brand to work harder and to make its proper mark. Any brand, new or old, must be managed, nurtured, exploited and, when necessary, changed. Good brand and business managers must understand what a brand is, what it can do for them, and how it supports the strategic goals of the business. Good brand managers must also direct and co-ordinate the wide and daunting variety of tasks and experts involved in making brand strategy happen. This handbook demonstrates how this challenge can be tackled head on. Peppered with real-life examples (good and bad), and a brand health checklist, it features pragmatic advice on positioning, targeting and implementation.
Peter Cheverton is a director of INSIGHT Marketing and People, now established as the leading international training and consultancy firm in Key and Global Account Management implementation. He is also the author of Global Account Management, Key Account Management, Key Marketing Skills, Key Account Management in Financial Services and Understanding Brands, all published by Kogan Page.
| SKU | Unavailable |
| ISBN 13 | 9780749437282 |
| ISBN 10 | 0749437286 |
| Title | How Come Your Brand Isn't Working Hard Enough ? |
| Author | Peter Cheverton |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Kogan Page Ltd |
| Year published | 2002-04-03 |
| Number of pages | 190 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |