Creating Powerful Brands

Creating Powerful Brands

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This has long been the one book that students can rely on to get them thinking critically and strategically about branding. This new fourth edition is no exception. THE definitive introductory textbook for this crucial topic, it is highly illustrated and comes packed with over 50 brand-new, real examples of influential marketing campaigns. Bullets: a€c Summarises the latest thinking and best practice in the domain of branding a€c All new real marketing campaigns show how branding theories are implemented in practice a€c Brought right up to date with a clear European and UK focus Undergraduate business and marketing students studying brand management will find this an invaluable resource in their quest to understand how branding really works.The rise in user generated content on brand websites such as Nokiaa#39;s collaborations with Spike Lee, or the use of YouTube for viral ... Customers have a choice of weapons for negative advocacy, including blogs, forums, Facebook and Twitter. ... For example, if someone drives a Toyota Prius or wears a Live Strong wristband, those brand choices can make statements about the type of people they are.

Title:Creating Powerful Brands
Author:Leslie De De, Leslie de Chernatony
Publisher:Routledge - 2010-10-28


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