Building a brand : an Emerald guide.

Format:

Book

Author/Creator:

Emerald Insight Staff, Corporate Author.

Language:

English

Subjects (All):

Advertising.

Marketing.

Physical Description:

86 p.

Edition:

1st ed.

Place of Publication:

Bradford, England : Emerald Group Publishing, c2004.

Language Note:

English

Summary:

"Branding'' has been one of the most prominent of corporate buzzwords in recent years. But what is it all about? Although opinions will vary dramatically, there are some fundamental issues that underpin it. Branding is about distinguishing yourself from the competition.

Contents:

Intro

Bringing the corporation into corporate branding

Corporate marketing and service brands - Moving beyond the fast-moving consumer goods model

IBM's Think strategy - melding strategy and branding

Online branding: the case of McDonald's

Positioning and branding your organisation

Silence of the brands.

Notes:

Bibliographic Level Mode of Issuance: Monograph

ISBN:

1-280-70620-1

9786610706204

OCLC:

182530133

Publisher Number:

9781846632662