Myths of branding : a brand is just a logo, and other popular misconceptions

By: Bailey, Simon | Milligan, AndySeries: Business mythsPublisher: London : KoganPage, 2019Description: 244pSubject(s): Marketing | Brand marketing | Brands | Management and Business StudiesAdditional physical formats: Print version :: No title
Contents:
Chapter - 01: Myth 1 - Brands are Just a Way of Charging You More for the Same Product; Chapter - 02: Myth 2 - Once Lost, Brand Trust Can Never be Rebuilt; Chapter - 03: Myth 3 - A Good Brand Can Prop Up a Bad Business; Chapter - 04: Myth 4 - Technology is Diminishing the Power of Brands; Chapter - 05: Myth 5 - Branding is Just About Identity; Chapter - 06: Myth 6 - Brands Don’t Have Any Real Economic Value; Chapter - 07: Myth 7 - There is No Such Thing as Brand Loyalty; Chapter - 08: Myth 8 - The Customer is Always Right; Chapter - 09: Myth 9 – It Takes Large Resources and Years of Effort to Build a Global Brand; Chapter - 10: Myth 10 - A Brand is 'Owned' by the Marketing Department; Chapter - 11: Myth 11 - Brand Purpose is About Effective Corporate Social Responsibility; Chapter - 12: Myth 12 - Customers are Seeking a Conversation with your Brand; Chapter - 13: Myth 13 - There are No Real Tools to Help you Manage your Brand; Chapter - 14: Myth 14 - In Certain Businesses, Brands Really Don’t Matter; Chapter - 15: Myth 15 - Branding has Nothing to Do With the Customer Experience; Chapter - 16: Myth 16 - Branding is All About the Product
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Holdings
Item type Current library Call number Status Date due Barcode
Book - Standard loan CAFRE Loughry Library HF5415 BAI (Browse shelf(Opens below)) Checked out 19/03/2024 193589

Chapter - 01: Myth 1 - Brands are Just a Way of Charging You More for the Same Product; Chapter - 02: Myth 2 - Once Lost, Brand Trust Can Never be Rebuilt; Chapter - 03: Myth 3 - A Good Brand Can Prop Up a Bad Business; Chapter - 04: Myth 4 - Technology is Diminishing the Power of Brands; Chapter - 05: Myth 5 - Branding is Just About Identity; Chapter - 06: Myth 6 - Brands Don’t Have Any Real Economic Value; Chapter - 07: Myth 7 - There is No Such Thing as Brand Loyalty; Chapter - 08: Myth 8 - The Customer is Always Right; Chapter - 09: Myth 9 – It Takes Large Resources and Years of Effort to Build a Global Brand; Chapter - 10: Myth 10 - A Brand is 'Owned' by the Marketing Department; Chapter - 11: Myth 11 - Brand Purpose is About Effective Corporate Social Responsibility; Chapter - 12: Myth 12 - Customers are Seeking a Conversation with your Brand; Chapter - 13: Myth 13 - There are No Real Tools to Help you Manage your Brand; Chapter - 14: Myth 14 - In Certain Businesses, Brands Really Don’t Matter; Chapter - 15: Myth 15 - Branding has Nothing to Do With the Customer Experience; Chapter - 16: Myth 16 - Branding is All About the Product

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