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Competitive success : how branding adds value / John A. Davis.

By:

Davis, John [author.]

Material type: Text

TextPublisher: Chichester, West Sussex, U.K. ; Hoboken, N.J. : John Wiley, 2010Description: xxiv, 397 pages : illustrations ; 24 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

0470998229
9780470998229

Subject(s):

DDC classification:

658.827 22

LOC classification:

HD69.B7 D37 2010

Contents:

Competitive success -- Brand value -- Brand portfolios and architecture -- The new brand building framework : destiny-distinction-culture-experiences (DDCE) -- Brand destiny -- Brand distinction -- Brand culture -- Overview of brand experiences -- Brand experiences : customers and solutions -- Brand experiences : marketing communications and environment -- Brand leadership : senior management, team, planning, mapping.

Review: "Competitive Success: How Branding Adds Value explains how companies can realize substantial competitive advantages and gains in financial and perceptive value if they develop a brand-centric philosophy. The book proposes a new brand framework that advocates an integrated and holistic approach to brand leadership. It shows how brands can be regarded as an organization-spanning, strategic imperative involving the active co-ordination among marketing and non-marketing departments alike. Readers will gain a comprehensive review of the entire brand spectrum, including: Brand strategy; implementations; customer/brand insight; resource allocation; and performance measurement." "This book will be of interest to CEOs, CMOs, marketing managers and brand managers, as well as being suitable for undergraduate and postgraduate students taking course in branding or marketing communication."--BOOK JACKET.

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Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Book	City Campus City Campus Main Collection	658.827 DAV (Browse shelf(Opens below))	1	Available		A505523B

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Previous								Next
Previous	658.827 DAN Putting the luxe back in luxury : how new consumer values are redefining the way we market luxury /	658.827 DAV Brand asset management : driving profitable growth through your brands /	658.827 DAV Brand asset management : driving profitable growth through your brands /	658.827 DAV Competitive success : how branding adds value /	658.827 DAV The fundamentals of branding /	658.827 DUR Brandraising : how nonprofits raise visibility and money through smart communications /	658.827 DUT Brand management : principles and practices /	Next

Includes bibliographical references and index.

"Competitive Success: How Branding Adds Value explains how companies can realize substantial competitive advantages and gains in financial and perceptive value if they develop a brand-centric philosophy. The book proposes a new brand framework that advocates an integrated and holistic approach to brand leadership. It shows how brands can be regarded as an organization-spanning, strategic imperative involving the active co-ordination among marketing and non-marketing departments alike. Readers will gain a comprehensive review of the entire brand spectrum, including: Brand strategy; implementations; customer/brand insight; resource allocation; and performance measurement." "This book will be of interest to CEOs, CMOs, marketing managers and brand managers, as well as being suitable for undergraduate and postgraduate students taking course in branding or marketing communication."--BOOK JACKET.

Machine converted from AACR2 source record.

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