Read e-book online Branding (Express Exec) PDF

By Steve Coomber

ISBN-10: 1841124109

ISBN-13: 9781841124100

Speedy song path to learning manufacturers and branding Covers the main components of branding, from constructing a robust model character and differentiation to model valuation and conserving your model Examples and classes from a number of the world's so much profitable companies, together with CocaCola, Intel, Toyota and Virgin, and concepts from the neatest thinkers, together with David Aaker, Philip Kotler, John Quelch, Al Ries and Ted Levitt features a word list of key thoughts and a entire assets consultant ExpressExec is a special enterprise source of 1 hundred books. those books current the simplest present considering and span the complete variety of up to date enterprise perform. every one booklet offers the major suggestions in the back of the topic and the concepts to enforce the information successfully, including classes from benchmark businesses and concepts from the world's smartest thinkers. ExpressExec is organised into ten middle topic parts making it effortless to discover the data you would like: 01 Innovation 02 company 03 method 04 advertising and marketing 05 Finance 06 Operations and expertise 07 firms 08 major 09 humans 10 existence and paintings ExpressExec is an ideal studying resolution for those that have to grasp the newest company considering and perform quick.

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Extra resources for Branding (Express Exec)

Sample text

SOCIAL ASPIRATION The P&G system did not transform the world overnight, but gradually brand management became an accepted functional activity, an adjunct to sales and marketing – often a fairly junior adjunct, at that. Its popularity was fuelled by the economic boom of the 1950s, which brought a profusion of new products and brands. These were supplemented by developments such as shopping centers and the emergence of television advertising. We had never had it so good and had never had so much.

Is branding still the responsibility of the marketing department? How far can a brand be stretched? Are brands relevant to hi-tech companies and the Internet? What can be branded and what cannot? The best way to answer some of these questions and to find out how branding strategy is likely to develop in the new millennium is to take a closer look at what some of the leading thinkers in the field are saying. What are the current trends? What issues are currently up for debate? THE RISE OF THE CORPORATE BRAND Corporate branding is one of the most popular marketing trends of the last decade.

The emphasis on scalability that most venture capital firms give to dot-com ventures has only served to focus attention on the potential for branding to be applied on a global basis. Some brands, however, recognized the benefits of globalization before it became academically fashionable. Take Hilton Hotels, for example. Conrad Hilton, the group’s founder, noticed that hotels were used not just by holiday makers, but by the travelling foot-soldiers of the business world who used them as temporary homes and offices.

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Branding (Express Exec) by Steve Coomber

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