Building a Brand

"Branding'' has been one of the most prominent of corporate buzzwords in recent years. But what is it all about? Although opinions will vary dramatically, there are some fundamental issues that underpin it. Branding is about distinguishing yourself from the competition

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Year of publication:	2004
Authors:	Group, Emerald
Publisher:	Bradford : Emerald Group Publishing Limited
Subject:	Markenführung \| Brand management \| Markenartikel \| Brand

Extent:	Online-Ressource (86 p.)
Type of publication:	Book / Working Paper
Language:	English
Notes:	Description based upon print version of record Bringing the corporation into corporate branding; Corporate marketing and service brands - Moving beyond the fast-moving consumer goods model; IBM's Think strategy - melding strategy and branding; Online branding: the case of McDonald's; Positioning and branding your organisation; Silence of the brands;
ISBN:	978-1-84663-266-2 ; 978-1-84663-266-2
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10012675535