Branding: A Practical Guide to Planning Your Strategy - Softcover

Randall, Geoffrey

Softcover

ISBN 10: 0749432810 ISBN 13: 9780749432812

Publisher: Kogan Page, 2000

Synopsis

What separates a brand from a mere product? In this updated and revised new edition of ""Branding: A practical guide to planning your strategy,"" Geoffrey Randall poses this question. Examining leading brands such as Coca-Cola and IBM, he argues that the difference lies in providing a perceived quality and an ability to respond to changes in consumer tastes. The book examines these issues and provides practical help and advice on planning and launching a brand. It analyses the impact of the global market on branding and discusses how new brands can be planned and launched. The Internet is also explored and its effects on existing and new brands are discussed. Further practical advice is also included such as how to: * Advertise and promote a brand * Launch brands in service businesses and in business-to-business markets * Make an impact on a global market * Conduct brand planning and create a successful corporate strategy * Assess the impact of e-commerce and the Internet on brands and branding

About this title

About the Author

Geoffrey Randall is a leading marketing consultant with expertise in the supermarket industry.  He is a graduate of the Harvard Business School's International Teachers Program.  Together with Andrew Seth, he is the author of The Grocers (now in its 3rd edition) and Supermarket Wars (2005).

Edition details

• Publisher: Kogan Page
• Publication date: 2000
• Language: English
• ISBN 10: 0749432810
• ISBN 13: 9780749432812
• Binding: Paperback
• Edition number: 2
• Number of pages: 184