Creating Passion Brands: getting to the heart of branding - Rilegato

Edwards, Helen; Day, Derek

Rilegato

ISBN 10: 0749443707 ISBN 13: 9780749443702

Casa editrice: Kogan Page Ltd, 2005

Riassunto

Brands are at a crossroads. Today's marketers face flat growth, regulated markets, rapacious retailers and cynical consumers. And yet some brands rise above the issues to ignite passionate advocacy in consumers and employees alike. These are the brands with the imagination to stand for something rather than just following the latest consumer whim, the brands with

Su questo libro

Descrizione del libro:

A fresh and original take on branding

Soundly based on academic theory and extensive research

Packed with global cases, practical tools, models and frameworks

Written by two top branding experts

Published in association with Millward Brown

L'autore:

Helen Edwards is a London Business School MBA with 16 years' experience working with brands, including Johnson & Johnson, Unilever and BT. She will shortly complete a PhD in brand ecology. Derek Day has 25 years' experience working with brands, most recently as JWT's Worldwide Creative Director for Unilever. He has won creative and effectiveness awards for his work on Mercedes-Benz, BT, The Co-operative Bank and the Health Education Authority.

Su questa edizione

• Editore: Kogan Page Ltd
• Data di pubblicazione: 2005
• ISBN 10: 0749443707
• ISBN 13: 9780749443702
• Rilegatura: Copertina rigida
• Numero edizione: 1
• Numero di pagine: 244