Creating Powerful Brands in Consumer, Service, and Industrial Markets
- ISBN-10
- 0750622407
- ISBN-13
- 9780750622400
- Category
- Brand name products
- Pages
- 430
- Language
- English
- Published
- 1998
- Publisher
- Routledge
- Authors
- Leslie de Chernatony, Malcolm McDonald
Description
Many managers view branding incorrectly as an adjunct to promotion or as an issue relating to design. This work is intended to cut through the mystery surrounding branding and help the development of brand strategies for long-term corporate growth.
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