Building a Brand.
Title:
Building a Brand.
Author:
Group, Emerald.
ISBN:
9781846632662
Personal Author:
Physical Description:
1 online resource (86 pages)
Contents:
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.
Abstract:
"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.
Local Note:
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2017. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
Genre:
Electronic Access:
Click to View