Übersicht			Auf mobile öffnen

Lieferstatus:	i.d.R. innert 7-14 Tagen versandfertig
Veröffentlichung:	Mai 2018
Genre:	Wirtschaft / Recht
	Absatz / Marketing / BUSINESS & ECONOMICS / Marketing / General / Englische Bücher / Wirtschaft, Business / Management / Strategisches Management / Marketing / Strategisches Management / Unternehmensstrategie / Strategisches Management / Vermarktung
ISBN:	9780190311506
EAN-Code:	9780190311506
Verlag:	Oxford University Press
Einband:	Gebunden
Sprache:	English
Dimensionen:	H 236 mm / B 159 mm / D 20 mm
Gewicht:	436 gr
Seiten:	248
Bewertung:	Titel bewerten / Meinung schreiben

Inhalt:

Building Distinctive Brand Assets is for anyone with a brand logo, font or colour scheme, and is essential reading for those who have wondered if (or have been told) it's time for a change. Readers will learn how to set up a long-term strategy to build a strong brand identity, and how to make use of knowledge, metrics and management systems in order to build and protect a brand's Distinctive Assets. Building Distinctive Brand Assets is divided into three sections that capture the processes involved in brand asset creation, implementation and ongoing management. The first section is focuses on strategy, and covers how Distinctive Assets are created and their role in a broader brand equity building. The second section covers measurement approaches, and how to use and interpret key metrics. The third section delves into the strengths and weaknesses of different types of assets and introduces the idea of a Distinctive Asset palette. This section also outlines how to set up a Distinctive Asset management system to provide an early warning system to identify potential threats before they evolve into major issues.