Brand Babble : Sense and Nonsense about Branding

Schultz, Don E., Schultz, Heidi F.

ISBN 10: 0538727144 / ISBN 13: 9780538727143

Edité par Cengage South-Western, 2003

Ships from the UK. Former library book; may include library markings. Used book that is in clean, average condition without any missing pages. N° de réf. du vendeur GRP27402114

Synopsis :

Brand Babble: Sense and Nonsense about Branding is about both the good news and the bad news of branding. And, it's vitally important to the success of your business. As long-time branding authors, educators, and investigators, the Schultz's explode an array of myths that have been passing and passed on as branding wisdom. They show that a brand will not rescue a flawed business concept, is not owned by one group or individual, nor does it depend on media-by-the-ton spending. The authors show how every successful brand is the sum of relationships between buyer and seller and explain how marketers best communicate with their customers through an integrated approach that reflects the nature of that relationship. Those approaches sets the stage for value-based branding that delivers the best value proposition to customers and increases the bottom-line, financial value of the brand to the organization and its owners and shareholders. That, today, is the currency of value-based branding. Getting to it is merely a matter of cutting through all the Brand Babble, all the nonsense about brands and branding that is posing as new marketing insight. This book will be the essential ingredient in more insightful, easier, and, most important, more profitable branding work for both your company and your customers.

Détails bibliographiques

Titre : Brand Babble : Sense and Nonsense about ...
Éditeur : Cengage South-Western
Date d'édition : 2003
Reliure : Couverture rigide
Etat : Good
Edition : 1st Edition.