商品詳細

Branding permeates almost every aspect of modern life, and with the development of corporate brands and component brands, it is now applicable to most businesses. This subject is also increasingly important at MBA level, with many institutions including it as a separate course module. But it is an art not a science, and there is no guaranteed method for successful branding. It is, therefore, important to understand what makes a brand special, and how to manage it so that its promise will remain memorable with both customers and stakeholders. Branding adopts a rational approach to reviewing every aspect of this important business activity. Drawing on real-life case studies from companies including Orange, The Economist, Walkers Crisps, and Nivea it looks at all the issues surrounding brand identity and management.