WORLD CLASS BRANDS
Many consumer goods markets are now dominated by a few world manufactures. The competitive advantages of branding in the World Class division are real. So are the risks. Over the next decade, we could witness the alarming spectacle of a brand image valued at a billion dollars of goodwill one day, wo...
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| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
Wokingham, England
Addison-Wesley
1991
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| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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Add Tag | Summary: | Many consumer goods markets are now dominated by a few world manufactures. The competitive advantages of branding in the World Class division are real. So are the risks. Over the next decade, we could witness the alarming spectacle of a brand image valued at a billion dollars of goodwill one day, worth nothing a day later. Different leagues of branding require different management practices. World Class Brands is rulebook and practical catalogue of global branding distinguishing proven successes and failures. It reveals that insider's rules on semi-global brands are simple, and why marketing's biggest opportunities and risks turn on decisions which can seem to be minor. |
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| Item Description: | Includes index |
| Physical Description: | xii, 196 pages illustrations 24 cm |
| Bibliography: | Includes bibliographical references and indexes |
| ISBN: | 0201544075 |
Brand culture