عنوان

The brand challenge

9780749470166

9780749470159

b397548

The brand challenge

[Book]

adapting branding to sectorial imperatives /

edited by Kartikeya Kompella.

1 online resource (xxi, 338 pages) :

illustrations

Includes bibliographical references and index.

Edited by leading brand analyst Kartikeya Kompella, this book provides a comprehensive and topical examination of the application of branding across a variety of industries, including luxury goods, media and entertainment, pharmaceutical and digital. Original contributions from many of the world's leading brand experts explain how to build a brand in a specific field and explore how the rules of branding change across industries. They address brand building in the conventional manner, while also looking at the branding innovators who pushed the boundaries in their field. It shows how to transfer branding rules from one field to another and gain an understanding of commonalities involved with successfully building brands across industries and markets. Contributors include: Al Ries, Peter Fisk, Allen Adamson, Jean-Nol︠ ︡Kapferer, Jesko Perrey and more. --

Brand challenge

9780749470159

Branding (Marketing)

Kompella, Kartikeya

Books24x7, Inc.

20150701114300.0

pn

[Book]

Y