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Book synopsis

THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a "charismatic brand"--a brand that customers feel is essential to their lives. In an entertaining two-hour read you'll learn: * the new definition of brand * the five essential disciplines of brand-building * how branding is changing the dynamics of competition * the three most powerful questions to ask about any brand * why collaboration is the key to brand-building * how design determines a customer's experience * how to test brand concepts quickly and cheaply * the importance of managing brands from the inside * 220-word brand glossary

Book details

Book category Knihy po anglicky Economics, finance, business & management Business & management Sales & marketing

• Full title: Brand Gap, The
• Subtitle: Revised Edition
• Author: Marty Neumeier
• Language: English
• Binding: Paperback
• Number of pages: 208
• EAN: 9780321348104
• ISBN: 0321348109
• ID: 04054156
• Publisher: Pearson Education
• Weight: 250 g
• Dimensions: 135 × 203 × 22 mm
• Date of publishing: 01. August 2005

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