Competitive success:how branding adds value
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Main Authors: | |
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Published: |
John Wiley,
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Publisher Address: | Chichester, West Sussex, U.K. |
Publication Dates: | 2010. |
Literature type: | Book |
Language: | English |
Subjects: | |
Carrier Form: | xxiv, 397 p.: ill. ; 24 cm. |
ISBN: |
9780470998229 (pbk.) 0470998229 (pbk.) |
Index Number: | F272 |
CLC: | F272.3 |
Call Number: | F272.3/D262 |
Contents: |
Includes bibliographical references and index. Competitive success -- Brand value -- Brand portfolios and architecture -- The new brand building framework : destiny-distinction-culture-experiences (DDCE) -- Brand destiny -- Brand distinction -- Brand culture -- Overview of brand experiences -- Brand experiences : customers and solutions -- Brand experiences : marketing communications and environment -- Brand leadership : senior management, team, planning, mapping. |