The Definitive Book of Branding

The Definitive Book of Branding

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With the growing body of knowledge on branding, there are now more facets of branding that brand custodians need to know than ever before. A unique compilation of branding experts, The Definitive Book of Branding addresses the needs of branding professionals across the world. The book walks the reader through the different ways in which brands drive the companya€™s strategy, bring meaning to employees, instil passion in consumers, and maintain their appeal over time and across countries. It does not look only at the marketing aspect of brands but also at the organizational aspects of branding, which provides a holistic approach to the subject.A number ofyears ago, the two credit card giants decided to get into debit card business. It would be hard to find two categories that are more competitive. Credit cards are the enemy of debit cards. And vice versa. So what do Visa andanbsp;...

Title:The Definitive Book of Branding
Author:Kartikeya Kompella
Publisher:SAGE Publications India - 2014-07-31


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