The Real Power of Brands: Making Brands Work for Competitive Advantage (Financial Times Series) - Hardcover
Synopsis
This text provides an introduction to brands and brand management and a practical guide to help the reader make the most from their brands, without losing out to their competition.
"synopsis" may belong to another edition of this title.
From the Back Cover
The Real Power of Brands is the complete guide to brand management addressing the new environment facing brands in the 1990s and beyond. Using high profile case studies, interviews and real life examples, The Real Power of Brands provides insight into the changing world of brands and looks at the most recent cases such as Marlboro Friday - Marlboro were challenged by cheap own-brands and decided to take their brands 'down-market' to compete. 29% of their share value was wiped out in one day; intel spent millions raising the profile of a brand which dominated 80% of the market. Their publicity back-fired when the product proved to have a minor fault; Cola Wars - Coke v Pepsi/Sainsbury's Classic Cola/Virgin Cola and Mars bars to Mars ice-cream; Virgin to Virgin Radio/Vodka/Cola. This is the first book to discuss branding since these major developments and will prove invaluable to anyone involved in brand management, or companies and managers keen to keep on top of the current debate.
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The Real Power Of Brands Making Brands Work For Competitive Advantage
Published by
Pitman Publishing, London, 1995
ISBN 10: 0273613790
ISBN 13: 9780273613794
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Hardcover
Seller: Willis Monie-Books, ABAA, Cooperstown, NY, U.S.A.
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Hardcover. Condition: Very Good. Dust Jacket Condition: Very Good. First Printing. Remainder mark on the bottom edge of the pages. Corner wear. Seller Inventory # 194904
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The Real Power of Brands: Making Brands Work for Competitive Advantage
Seller: Anybook.com, Lincoln, United Kingdom
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Condition: Fair. This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. Book contains pencil markings. In fair condition, suitable as a study copy. Dust jacket in fair condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,650grams, ISBN:9780273613794. Seller Inventory # 8966900
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The Real Power of Brands: Making Brands Work for Competitive Advantage
Published by
Financial Times Prentice Hall, 1995
ISBN 10: 0273613790
ISBN 13: 9780273613794
Used
Hardcover
Seller: Anybook.com, Lincoln, United Kingdom
Seller rating 5 out of 5 stars
Condition: Good. This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. With owner's name inside cover. In good all round condition. No dust jacket. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,550grams, ISBN:0273613790. Seller Inventory # 9751410
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THE REAL POWER OF BRANDS: MAKING BRANDS WORK FOR COMPETITIVE ADVANTAGE
Seller: Antártica, Madrid, M, Spain
Seller rating 5 out of 5 stars
Cartoné (tapa dura cartón). Condition: Aceptable. Dust Jacket Condition: Aceptable. 1. Tapa dura, 214 pp. Ejemplar expurgo de biblioteca; sello y tejuelo. Buen estado sin otras marcas de uso. LIBRO. Seller Inventory # 1464983