Product Catalog
FILTER BY
VIEW DESCRIPTION
Overview
Including a combination of perspectives from business strategy, customer experience, and even anthropology, this guide offers a fast-paced, field-tested view of how branding decisions happen in the context of business strategy, not just in marketing communications.
VIEW DESCRIPTION
Overview
A collection of articles from the Journal of Brand Management, this thorough resource discusses the impact of research on our understanding of corporate brand characteristics and corporate brand management to date.
VIEW DESCRIPTION
Overview
Designed to re-focus the attention of tomorrow's managers on the essential building blocks for successful brand development, this practical, and single-mindedly clear book emphasizes the core principles that will enable people to view branding as a tool for a variety of uses.
VIEW DESCRIPTION
Overview
This audio edition tells the stories of 14 companies that prove that brand building is now about completely rethinking the customer experience and redefining the relationship you have with your customers.
VIEW DESCRIPTION
Overview
Bringing together illuminating case studies, best practices, and the latest research, this invaluable guide offers a treasure trove of techniques, templates, and rules of thumb, and will be an ideal resource for anyone responsible for building their organization?s brand.
VIEW DESCRIPTION
Overview
Offering marketing and branding professionals a clear approach to creating a strong brand identity, this thorough book provides innovative branding tools for analyzing brand potential and evaluating where a brand is on the sensory and storytelling scale.
VIEW DESCRIPTION
Overview
Combining the findings of highly-regarded marketing experts and scholars, this book provides valuable and insightful research as well as empirical studies that allow audiences to develop, implement, and maintain branding strategies.
VIEW DESCRIPTION
Overview
This audio edition uncovers the new rules of branding in our complex and chaotic world. Read by the author.
VIEW DESCRIPTION
Overview
Providing a dynamic model that describes all the influences that are (or should be) under the control of the marketing team, this book lays out an overall plan, a checklist that any brand owner can use to understand how well his or her brand is performing on each dimension that leads to financial growth.
VIEW DESCRIPTION
Overview
Revealing the hidden processes behind why certain brands command our loyalty and trust, this practical guide looks at how to build up a positive brand image through Corporate Social Responsibility and ethical transparency.