Branding to Differ: The Brand Building Handbook for Business Leaders (Hardcover) (ISBN-13: 9780992293604)

In Branding to Differ, Jean-Luc Ambrosi provides a practical and comprehensive look at best practice branding for those requiring a real understanding of brand development and management. Ambrosi demonstrates that the brand is fundamentally a promise, that it impacts both the emotional and rationale mind, and that ultimately good branding is about expressing a difference. He shows concisely how to approach brand management holistically throughout the organisation and emphasises which key elements truly impact a brand's success. His argument about the need to differentiate is compelling and provides the reader with a step by step approach on how to build a powerful brand. Written from both a strategic and practical perspective it is a road map on how to manage brands beyond the text book concepts and popular clichés. A must read for any senior executive.

Author: Jean-Luc Ambrosi
ISBN-10: 099229360X
ISBN-13: 9780992293604
Publisher: Liberum Press
Language: English
Published: 09/02/2013
Pages: 110
Format: Hardcover
Weight: 0.70lbs
Size: 9.21h x 6.14w x 0.31d