The Essential Brand Book: Over 100 Techniques to Increase Brand Value

"Essential!" -- Marketing magazine "A must for marketing and business professionals alike." --Sales Director This fully updated paperback edition of "The Essential Brand Book" is a companion resource for anyone involved in brand issues and contains over 100 business models and techniques for building brand value. The book is divided into four key areas: brand communication, brand definition, brand equity, and brand strategy, and describes techniques with appropriate case studies.