Ellwood I. The Essential Brand Book. Over 100 Techniq...2ed 2000

Textbook in PDF format

The Essential Brand Book helps you build a strong brand to provide the key communication with customers, create critical differentiators in the marketplace, shape internal company culture, leverage the intellectual assets of the business and generate increased business performance.
Fully updated to include current brand issues, The Essential Brand Book is a companion resource for anyone involved in branding. It contains over 100 business models and techniques for building brand value and is illustrated throughout with case studies. The book is divided into four key areas: Brand communication, Brand definition, Brand equity, Brand strategy