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The Brand Gap
  • Bandtyp: Häftad
  • Språk: Engelska
  • Utgiven: 200508
  • Antal sidor: 208
  • Upplaga: 2 ed, 
    Vikt i gram: 274
  • ISBN10:0321348109
  • ISBN13:9780321348104

The Brand Gap


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

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