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Brand Transformation: Transforming Firm Performance by Disruptive, Pragmatic and Achievable Brand Strategy
Paperback
ISBN13: 9781138064300
Publisher: Routledge
Published: Feb 23 2018
Pages: 230
Weight: 1.30
Height: 0.50 Width: 6.10 Depth: 9.10
Language: English
To be of value to firms, branding must operate in the real world, not a theoretical one, unlocking latent commercial potential and delivering tangible business results. The imperative is to change as you go, making simple branding changes that deliver a commercial difference
This new textbook teaches students and managers how to accelerate a firms branding performance, without disrupting day-to-day business. It demonstrates how to make practical best-fit changes to a firm's branding by implementing commercially feasible branding activity to achieve commercial results.
This text is essential reading for post-experience postgraduate students of marketing, practising marketers and general managers, as well as final year marketing under-graduates, with placement year experience.
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