Brand Strategy: 6 Steps to Building a Lasting Identity (Paperback) (ISBN-13: 9781547272471)

To give companies a competitive edge, marketers created branding and have started to figure out how, when and where to use assorted techniques that take relatively minor and sometimes insignificant differences between products, services or ideas and magnify those differences in such a way that someone else is willing to select and pay more for the branded item over the non-branded one. To complicate matters even further, you used to be able to establish national and global brands relatively systematically through big media buys in traditional channels, like TV, radio and newspapers. Now, the media and marketing channels have become so fragmented that building a brand has become perhaps more of an "art" than a "science." This book explores the concept of brand strategy...what it is, how to assess it with marketing research, how to us positioning techniques, how to expand your marketing mix and how to track your marketing ROI results.

Author: Lloyd E. Corder
ISBN-10: 1547272473
ISBN-13: 9781547272471
Publisher: Createspace Independent Publishing Platform
Language: English
Published: 06/09/2017
Pages: 274
Format: Paperback
Weight: 1.21lbs
Size: 10.00h x 7.99w x 0.58d