Understanding Brands (Creating Success series, 113) - Softcover

Cheverton, Peter

Softcover

ISBN 10: 074944665X ISBN 13: 9780749446659

Publisher: Kogan Page, 2006

Synopsis

<p>Good brand management is the route to getting a brand to work harder, make its proper mark and achieve success. Any brand, new or old, must be managed, nurtured, exploited and, when necessary, changed.</p><p><i>Understanding Brands</i> is for those who know that brand management is crucial but who don't know how to go about it. It will help them to understand what a brand is, what it can do for them, and how it supports the strategic goals of the business. It also helps managers to direct and co-ordinate the wide and daunting variety of tasks and experts involved in making brand strategy happen.</p><p>Featuring many fascinating real-life examples (both good and bad), <i>Understanding Brands</i> also includes a brand health checklist. Managers of all levels will benefit from its pragmatic advice on positioning, targeting and implementing a brand.</p>

About this title

About the Author

<b>Peter Cheverton</b> is a director of INSIGHT Marketing and People, now established as the leading international training and consultancy firm in Key and Global Account Management implementation. He is also the author of <i><b>Global Account Management</b></i>, <i><b>Key Account Management</b></i>, <i><b>Key Marketing Skills</b></i>,<b> <i>Key Account Management in Financial Services</i></b> and <i><b>Understanding Brands</b></i>, all published by Kogan Page.

Edition details

• Publisher: Kogan Page
• Publication date: 2006
• Language: English
• ISBN 10: 074944665X
• ISBN 13: 9780749446659
• Binding: Paperback
• Edition number: 1
• Number of pages: 160