Screen LibraryCompetitive success：how branding adds value
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| Main Authors: | |
|---|---|
| Published: |
John Wiley,
|
| 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. |