Powerful brand management is as vital to a niche entrepreneur, small business or charity as it is to a huge multinational corporation. Any organization that provides a product or service needs to communicate its availability and benefit to its customers. This updated edition is a companion resource for anyone involved in brand issues and contains over 100 business models and techniques for building brand value. These are described with appropriate case studies throughout. It is divided into four key areas: brand communication, brand definition, brand equity and brand strategy.
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