Competitive Success: How Branding Adds Value explains how companies can realize substantial competitive advantages and gains in financial and perceptive value if they develop a brand-centric philosophy. It describes the latest brand frameworks, emphasizing their practical applications.
The book presents a comprehensive review of the entire brand spectrum, including:
- Emphasises a practical application of the latest brand frameworks - Based on research into more than 200 companies around the world - Includes a wide range of cases and relevant real world examples including B2C, B2B and SMEs - Intersperses common brand theory and practices within the proposed thematic framework, allowing readers to understand both traditional and more recent branding practices - Includes end of chapter problem-solving scenarios to aid learning
