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Essential Brand Book

Build brand value and challenge current brand industry issues with this ultimate resource, including over 100 business models and techniques in four key areas: brand communication, definition, equity and strategy.
EAN: 9780749438630
Edition: 2
Format: 234x156
336 pages

About the book

Powerful brand management is as vital for a niche entrepreneur, small business or charity as it is for a multinational corporation. Any organization that provides a product or service needs to establish its point of differentiation and communicate its benefit to its customers.

The Essential Brand Book helps you build a strong brand to provide the key communication with customers, create critical differentiators in the marketplace, shape internal company culture, leverage the intellectual assets of the business and generate increased business performance.

Fully updated to include current brand issues, The Essential Brand Book is a companion resource for anyone involved in branding. It contains over 100 business models and techniques for building brand value and is illustrated throughout with case studies. The book is divided into four key areas
-Brand communication
-Brand definition
-Brand equity
-Brand strategy

About the authors

Iain Ellwood

Iain Ellwood is a brand and communications strategist who has worked for blue-chip companies in Japan, Hong Kong, the US and the Netherlands. He is Strategic Director at Cobalt, a brand innovation consultancy, and has advised VodafoneAirtouch, SwissAir Group, Tesco, Philips, Pepe, BT, and JP Morgan. A regular conference speaker on branding, innovation and communications, Iain also often appears in the press. For more information about Cobalt and its services, please contact [email protected]

More about Iain Ellwood

The Essential Brand Book is exactly what it says - essential!