PublishedPearson Education, October 2005 |
ISBN9780321348104 |
FormatSoftcover, 208 pages |
Dimensions20.4cm × 13.7cm × 1.3cm |
The Brand Gap presents a unified theory of brand-building. This book shows how both ways of thinking can unite to produce a 'charismatic brand' - a brand that customers feel is essential to their lives. In an entertaining two-hour read you''ll learn:
the new definition of brand
the five essential disciplines of brand-building
how branding is changing the dynamics of competition
the three most powerful questions to ask about any brand
why collaboration is the key to brand-building
how design determines a customer's experience
how to test brand concepts quickly and cheaply
the importance of managing brands from the inside
220-word brand glossary
