Detaily titulu

Nakladatelství:	Edu-Ksiazka Sp. S.o.o.
ISBN
Počet stran	208
Dostupné od	1. 8. 2005
Médium	kniha
Vazba	paperback

Žánry

Anotace

THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a "charismatic brand" a brand that customers feel is essential to their lives. In an entertaining two-hour read you'll learn: the new definition of brand the five essential disciplines of brand-building how branding is changing the dynamics of competition the three most powerful questions to ask about any brand why collaboration is the key to brand-building how design determines a customer's experience how to test brand concepts quickly and cheaply the importance of managing brands from the inside 220-word brand glossary