Branding in Action: Cases and Strategies for Profitable Brand Management (McGraw-Hill Marketing for Professionals)

by Graham Hankinson (Author), Graham Hankinson (Author), Philippa Cowking (Author)

• Used

  Paperback
  1993

  $10.79

  This guide aims to cover every aspect of branding, drawing on case studies and reviews of literature, and applying researched information to practical strategies for implementation. The authors provide a consistent set of definitions, developed into a logical framework of the branding process. The case studies cover leading product, service and retail brands, such as Gordon's Gin and Sainsbury. The book is based on extensive interviews with marketing directors, product managers and sales promotion agencies.