How Come Your Brand Isn't Working Hard Enough ?: The Essential Guide to Brand Management

Peter Cheverton

Kogan Page

2002

190 páginas

6h 20m

ISBN-13: 9780749437282

A guide to brand management for managers who are determined to make their mark. It demonstrates how to tackle the challenges of brand strategy, and includes real-life examples (good and bad), a brand health checklist, and pragmatic advice on positioning, targeting and implementation.