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Branding: A Practical Guide to Planning Your Strategy | 
 enlarge | Author: Geoffrey Randall
Publisher: Kogan Page
Category: Book
Buy New: $37.93
New (4) Used (10) from $2.50
Sales Rank: 1799790
Media: Paperback
Edition: 2nd
Pages: 184
Number Of Items: 1
Shipping Weight (lbs): 0.8
Dimensions (in): 9.2 x 6.1 x 0.5
ISBN: 0749432810
Dewey Decimal Number: 380
EAN: 9780749432812
ASIN: 0749432810
Publication Date: August 15, 2000
Availability: Usually ships in 1-2 business days
Shipping: International shipping available
Condition: BRAND NEW! Secure packaging, EZ Refunds #761891
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Product Description
What separates a brand from a mere product? In this updated and revised new edition of "Branding: A practical guide to planning your strategy," Geoffrey Randall poses this question. Examining leading brands such as Coca-Cola and IBM, he argues that the difference lies in providing a perceived quality and an ability to respond to changes in consumer tastes. The book examines these issues and provides practical help and advice on planning and launching a brand. It analyses the impact of the global market on branding and discusses how new brands can be planned and launched. The Internet is also explored and its effects on existing and new brands are discussed. Further practical advice is also included such as how to: * Advertise and promote a brand * Launch brands in service businesses and in business-to-business markets * Make an impact on a global market * Conduct brand planning and create a successful corporate strategy * Assess the impact of e-commerce and the Internet on brands and branding
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