Description
| Product ID: | 9781138064300 |
| Product Form: | Paperback / softback |
| Country of Manufacture: | GB |
| Title: | Brand Transformation |
| Subtitle: | Transforming Firm Performance by Disruptive, Pragmatic and Achievable Brand Strategy |
| Authors: | Author: Keith Glanfield |
| Page Count: | 230 |
| Subjects: | Sales and marketing management, Sales & marketing management, Sales and marketing, Organizational theory and behaviour, Sales & marketing, Organizational theory & behaviour |
| Description: | Select Guide Rating To be of value to firms, branding must operate in the "real" world, not a theoretical one, unlocking latent commercial potential and delivering tangible business results. The imperative is to change as you go, making simple branding changes that deliver a commercial difference This new textbook teaches students and managers how to accelerate a firms branding performance, without disrupting day-to-day business. It demonstrates how to make practical "best-fit" changes to a firm''s branding by implementing commercially feasible branding activity to achieve commercial results. This text is essential reading for post-experience postgraduate students of marketing, practising marketers and general managers, as well as final year marketing under-graduates, with placement year experience. To be of value to firms, branding must operate in the "real" world, not a theoretical one, unlocking latent commercial potential and delivering tangible business results. The imperative is to pragmatically change as you go, making simple branding changes that deliver a commercial difference. This radical new textbook combines best practice, research and theory to teach how to accelerate a firm’s branding performance, without disrupting and derailing day-to-day business. It demonstrates how to make practical "best-fit" changes to a firm''s branding by implementing commercially feasible branding activity to achieve commercial results. Structured around a brand transformation template, Brand Transformation demonstrates how to make pragmatic changes to branding by implementing improvements to six critical components of branding performance. The text not only presents new and different insights; importantly it contains a set of diagnostic questions, frameworks, tools and templates to design implementable changes to a firm’s branding. The text includes a set of six widely occurring firm "typologies" and suggests practical immediate activity on which to base a firm’s implementation plan. This text is essential reading for final year marketing undergraduates, postgraduate students of marketing, practising marketers and general managers |
| Imprint Name: | Routledge |
| Publisher Name: | Taylor & Francis Ltd |
| Country of Publication: | GB |
| Publishing Date: | 2018-02-23 |
