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Competitive branding : winning in the market place with value-added brands / Torsten H. Nilson

Main Author Nilson, Torsten H. Publication Chichester : John Wiley & Sons, cop. 1998 Description IX, 235 p. ; 24 cm ISBN 0471984574 Abstract Índice: Capítulo 1 - The basics - value-added marketing; Capítulo 2 - Competitive brand development; Capítulo 3 - Making the brand competitive.
 Resumo: This book will help the reader to create and implement a programme to build a competitive brand, to understand how brands are created, building the value of the brands and to use all the different parts of the marketing mix to build the power of the brand. The focus of Competitive Branding is not so much "how to do the above" but more "what to do" to achieve success. Torsten H. Nilson has developed a conceptual framework based on his vast experience - not only does this aspect set the book apart from others on this subject but it gives the reader the opportunity to consider all the strategic aspects of branding in the context of their organization. The busy professional will find this enlightening book, which is illustrated with truly inspirational examples and cases, one of the most useful in developing a successful competitive brand. Topical name Marca - Gestão CDU 658.8
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca IADE-UE
658.8[M] NIL Available IA7216
Book Biblioteca IPAM Porto
658.8 [M] NIL 7694 Available 7694
Total holds: 0

Índice: Capítulo 1 - The basics - value-added marketing; Capítulo 2 - Competitive brand development; Capítulo 3 - Making the brand competitive.

Resumo: This book will help the reader to create and implement a programme to build a competitive brand, to understand how brands are created, building the value of the brands and to use all the different parts of the marketing mix to build the power of the brand. The focus of Competitive Branding is not so much "how to do the above" but more "what to do" to achieve success. Torsten H. Nilson has developed a conceptual framework based on his vast experience - not only does this aspect set the book apart from others on this subject but it gives the reader the opportunity to consider all the strategic aspects of branding in the context of their organization. The busy professional will find this enlightening book, which is illustrated with truly inspirational examples and cases, one of the most useful in developing a successful competitive brand.

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