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Paperback Branding: A Practical Guide to Planning Your Strategy Book

ISBN: 0749432810

ISBN13: 9780749432812

Branding: A Practical Guide to Planning Your Strategy

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Format: Paperback

Condition: Very Good

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Book Overview

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...

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