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The Brand Gap : Revised Edition (2nd Edition)

The Brand Gap : Revised Edition (2nd Edition)


 THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a "charismatic brand"-a brand that customers feel is essential to their lives. In an entertaining two-hour read you'll learn:

* the new definition of brand
* the five essential disciplines of brand-building
* how branding is changing the dynamics of competition
* the three most powerful questions to ask about any brand
* why collaboration is the key to brand-building
* how design determines a customer's experience
* how to test brand concepts quickly and cheaply
* the importance of managing brands from the inside
* 220-word brand glossary

Product details

  •  Paperback | 208 pages
  •  135.13 x 203.71 x 14.22mm | 290.3g
  •  New Riders Publishing
  •  United States
  •  English
  •  Revised
  •  2nd edition
  •  w. numerous figs.
  •  0321348109
  •  9780321348104

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