The Origin of Brands : How Product Evolution Creates Endless Possibilities for New Brands
Book Details
Format
Paperback / Softback
ISBN-10
0060570156
ISBN-13
9780060570156
Publisher
HarperCollins Publishers Inc
Imprint
Harper Business
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Sep 27th, 2005
Print length
320 Pages
Weight
292 grams
Dimensions
13.60 x 23.80 x 3.20 cms
Product Classification:
Sales & marketing
Ksh 2,000.00
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An examination of the process of brand building shares case studies for a number of successful products, analyzing marketing methods that demonstrate effective brand divergence, in a guide that argues against current marketing trends. By the authors of The 22 Immutable Laws of Branding. Reprint. 30,000 first printing.
Lay down the rules for brand creation in a series of chapters showing how new ideas are developed, the importance of being first, inventing a new category, positioning opposite existing brands, positioning against an enemy. This author discusses the importance of public relations, protecting the brand, and when to give up on an existing brand.
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