Branding: A Practical Guide to Planning Your Strategy

by Geoffrey Randall

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...

• Format: Paperback
• Language: English
• ISBN: 0749432810
• ISBN13: 9780749432812
• Release Date: June 2000
• Publisher: Kogan Page
• Length: 184 Pages
• Weight: 0.68 lbs.
• Dimensions: 0.5" x 6.0" x 9.2"