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
- 25 Aug 2005
- Pearson Education (US)
- New Riders Publishing
- United States
- English
- Revised
- 2nd edition
- w. numerous figs.
- 0321348109
- 9780321348104
