The Brand Who Cried Wolf: Deliver on Your Company's Promise and Create Custo…

A marketing strategy and brand management guide by Scott Deming emphasizing authenticity, integrity, and operational consistency in building brand equity. Deming cautions against making grand marketing promises that operational execution cannot sustain, offering a practical blueprint to align internal company culture with customer touchpoints to convert casual buyers into lifelong brand advocates.

Brand new justice : the upside of global branding

Edition

-

ISBN/ISSN

0750656999

Collation

192p.;9.68in.

Series Title

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Call Number

658.8

Kellog on Branding: The Marketing Faculty of the Kellogg School of Management

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…