All Summaries
All Summaries
Although the classic brand management system, initiated by Procter & Gamble, has worked well for many decades, it is often not so effective in dealing with today’s emerging market complexities, competitive...
Many firms create a brand strategy in order to inject structure and discipline into their business, but they may end up creating confusion, because the portfolio they devise is disjointed. In Brand Portfolio Strategy,...
In Brand Real, Laurence Vincent examines the multiple factors behind developing and upholding a brand’s identity and promise. The goal is to always meet or exceed the customer’s expectations from the...
In today’s global market, rapidly changing competitive conditions are a way of life for companies. One way that businesses can win in this environment is through brand relevance. In Brand Relevance...
Intellectual property is the sum of the distinct components that make up a brand and the brand’s campaign. These components include the product or service’s name, logo, slogan, script of the commercial, music that...
Having an instantly recognizable logo and a jingle that people hum unconsciously is a good start to having a successful brand, but it is not good enough to ensure success. In this interactive world, people want and...
The Internet is just the beginning of the Information Age, the gateway to the new Human economy. Brand Storm explores the future of business in a very...
In BrandDigital, Allen P. Adamson sets out to discover how the digital world is influencing the way brands are built and managed. Drawing on interviews with nearly 100 professionals in the fields of...
Customers have become technology savvy—blogging about products, instantly comparing prices, becoming fans on Facebook, and posting videos on YouTube. Retailers need to listen to what is being said about their products...
A review of the book "Branding Iron: Branding Lessons from the Meltdown of the US Auto Industry," by Charlie Hughes and William Jeanes, is presented.
