Competitive success how branding adds value
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | Inglés |
| Published: |
Chichester, United Kingdom :
Wiley
2010
|
| Edition: | 1st. ed |
| Subjects: | |
| Online Access: | Sumario |
| See on Universidad de Navarra: | https://unika.unav.edu/discovery/fulldisplay?docid=alma991010734649708016&context=L&vid=34UNAV_INST:VU1&search_scope=34UNAV_TODO&tab=34UNAV_TODO&lang=es |
Table of Contents:
- Competitive success
- Brand value
- Brand portfolios and architecture
- The new brand building framework : destiny-distinction-culture-experiences (DDCE)
- Brand destiny
- Brand distinction
- Brand culture
- Overview of brand experiences
- Brand experiences : customers and solutions
- Brand experiences : marketing communications and environment
- Brand leadership : senior management, team, planning, mapping.
