Brand Transformation: Transforming Firm Performance by Disruptive, Pragmatic and Achievable Brand Strategy

By Keith Glanfield

Book Overview

To be of value to firms, branding must operate in the "real" world, not a theoretical one, unlocking latent commercial potential and delivering tangible business results. The imperative is to change as you go, making simple branding changes that deliver a commercial difference

This new textbook teaches students and managers how to accelerate a firms branding performance, without disrupting day-to-day business. It demonstrates how to make practical "best-fit" changes to a firm's branding by implementing commercially feasible branding activity to achieve commercial results.

This text is essential reading for post-experience postgraduate students of marketing, practising marketers and general managers, as well as final year marketing under-graduates, with placement year experience.

• Format: Paperback
• Language: English
• ISBN: 1138064300
• ISBN13: 9781138064300
• Release Date: February 2018
• Publisher: Routledge
• Length: 230 Pages
• Weight: 1.30 lbs.
• Dimensions: 0.5" x 6.1" x 9.1"