Branding

Fast track route to mastering brands and branding

Covers the key areas of branding, from developing a strong brand personality and differentiation to brand valuation and protecting your brand

Examples and lessons from some of the world's most successful businesses, including CocaCola, Intel, Toyota and Virgin, and ideas from the smartest thinkers, including David Aaker, Philip Kotler, John Quelch, Al Ries and Ted Levitt

Includes a glossary of key concepts and a comprehensive resources guide

ExpressExec is a unique business resource of one hundred books. These books present the best current thinking and span the entire range of contemporary business practice. Each book gives you the key concepts behind the subject and the techniques to implement the ideas effectively, together with lessons from benchmark companies and ideas from the world's smartest thinkers.

ExpressExec is organised into ten core subject areas making it easy to find the information you need:

01 Innovation
02 Enterprise
03 Strategy
04 Marketing
05 Finance
06 Operations and Technology
07 Organizations
08 Leading
09 People
10 Life and Work

ExpressExec is a perfect learning solution for people who need to master the latest business thinking and practice quickly. Introduction to Express Exec

Introduction to Branding

Definition of Terms: What Is a Brand?

The Evolution of Brands

The E-Dimension: E-Branding

The Global Dimension

The State of the Art

In Practice: Branding Success Stories

Key Concepts and Thinkers

Resources

Ten Steps to Making Branding Work

Frequently Asked Questions (FAQs

Acknowledgements

Index STEPHEN COOMBER writes for a variety of publications, including The Times and Internet Money magazine. He is author of the report into corporate values, Heart and Soul. Fast track route to mastering brands and branding

Covers the key areas of branding, from developing a strong brand personality and differentiation to brand valuation and protecting your brand

Examples and lessons from some of the world's most successful businesses, including CocaCola, Intel, Toyota and Virgin, and ideas from the smartest thinkers, including David Aaker, Philip Kotler, John Quelch, Al Ries and Ted Levitt

Includes a glossary of key concepts and a comprehensive resources guide

ExpressExec is a unique business resource of one hundred books. These books present the best current thinking and span the entire range of contemporary business practice. Each book gives you the key concepts behind the subject and the techniques to implement the ideas effectively, together with lessons from benchmark companies and ideas from the world's smartest thinkers.

ExpressExec is organised into ten core subject areas making it easy to find the information you need:

01 Innovation
02 Enterprise
03 Strategy
04 Marketing
05 Finance
06 Operations and Technology
07 Organizations
08 Leading
09 People
10 Life and Work

ExpressExec is a perfect learning solution for people who need to master the latest business thinking and practice quickly.