The Real Power of Brands: Putting Brands to Work in a Changing World (Financial Times) - Hardcover

Crainer, Stuart

 
9780273613794: The Real Power of Brands: Putting Brands to Work in a Changing World (Financial Times)
Hardcover
ISBN 10: 0273613790 ISBN 13: 9780273613794
Verlag: Financial Times Prentice Hall, 1995

Inhaltsangabe

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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Von der hinteren Coverseite

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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Verlag
Financial Times Prentice Hall
Erscheinungsdatum
1995
Sprache
Englisch
ISBN 10 
0273613790
ISBN 13 
9780273613794
Einband
Gebundene Ausgabe
Anzahl der Seiten
224
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Verantwortliche Person
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