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Understanding Brands
by Peter Cheverton (Author),
Kogan Page India Private Limited (Publisher)
Product Specifications
Book Description
Good brand management is the route to getting a brand to work harder, make its
proper mark and achieve succes. Any brand-new or old-must be managed, nurtured,
exploited and, when necessary, changed.
Understanding Brands is for those who know that brand management is crucial but
don't know how to go about it. It will help you to understand:
What a brand is and what it can do for;
The Brand as an emotional charge;
The Brand as a personality;
Branding and business Strategy;
How to position your brand or extend it:
The importance of advertising.
About Author :
Peter Cheverton is a director of Insight Marketing and People. He
Book Specifications
ISBN-13 9788175543119
Language English
Binding Paper Back
Publisher Kogan Page India Private Limited
Publishing Date 2009
Product Edition 1