Branding for Dummies

Why do consumers pay a premium for a Dell or Hewlett-Packard laptop, when they could get a generic machine with similar features for a lower price? The answer lies in the power of branding. A brand is not just a logo. It is the image your company creates of itself, from your advertising look to your customer interaction style.

Product details

• Authors: Bill Schenck Chiaravalle, Bil Chiaravalle, Bill Chiaravalle, Barbara Findlay Schenck
• Publisher: Wiley, John and Sons Ltd
• Content: Book
• Product form: Paperback / Softback
• Publication date: 08.12.2006
• Subject: Non-fiction book > Politics, society, business > Business administration, companies; Social sciences, law, business > Business > Advertising, marketing
• EAN: 9780471771593
• ISBN: 978-0-471-77159-3
• Pages: 384
• Series: For Dummies; For Dummies
• Subjects: Marke, Markenschutz