The Brand Challenge: Adapting Branding to Sectorial ImperativesKogan Page Publishers, 03/11/2014 - 360 páginas The Brand Challenge provides a comprehensive and topical examination of the application of branding across a variety of sectors including luxury goods, finance and not-for-profit; it proves essential reading for anyone involved in branding decisions or wanting to know more about the branding process. |
Índice
The future of your company depends on it | 1 |
Dont lose it | 23 |
Embracing change to innovate your brand and accelerate growth | 41 |
Why the traditional process of building a brand needs a reboot | 83 |
5 Luxury branding | 97 |
Perception performance and improvement | 119 |
7 Why brand matters in B2B | 143 |
Case study branding news organizations | 161 |
10 Building a breakthrough
nonprofit brand | 207 |
11 A brandstory conceptual framework for understanding mass fashion | 231 |
12 Research advances in the building of hotel brands | 253 |
13 The city as a brand | 271 |
Building longterm value in a systemupdate world | 293 |
15 Football brands | 311 |
331 | |
The financial services challenge | 185 |