Edited by brand strategist Fiona Gilmore, this business management volume compiles insider perspectives and strategic insights from CEOs and corporate executives representing leading international organizations. The book examines practical methodologies for building, repositioning, protecting, and maximizing global brand equity, offering valuable corporate case studies on brand architecture, le…
Buku ini menghimpun panduan komprehensif dan pemikiran strategis dari para pengajar pemasaran di Kellogg School of Management mengenai prinsip-prinsip pembentukan dan pengelolaan merek (branding). Pembahasan mencakup penentuan posisi merek (brand positioning), strategi peluncuran serta perluasan merek, pengelolaan portofolio merek, pengukuran ekuitas dan kesehatan merek, hingga penciptaan buday…