Competitive success
Subtitle: how branding adds value
By: John A. Davis
Publisher: John Wiley
Published: 2010
Place of publication: Chichester, West Sussex, U.K; Hoboken, NJ
Language: eng
Number of pages: 397
ISBN-13: 9780470998229
Notes: Includes bibliographical references and index.
Table of contents: title: Competitive success; title: Brand value; title: Brand portfolios and architecture; title: The new brand building framework : destiny-distinction-culture-experiences (DDCE); title: Brand destiny; title: Brand distinction; title: Brand culture; title: Overview of brand experiences; title: Brand experiences : customers and solutions; title: Brand experiences : marketing communications and environment; title: Brand leadership : senior management, team, planning, mapping.