Myths of branding : dispel the misconceptions and become a brand expert /: dispel the misconceptions and become a brand expert. (2022)

• Record Type: Book
• Further Information: Note: Simon Bailey, Andy Milligan.
• Authors: Bailey, Simon; Milligan, Andy
• Contents: <ul style='padding-top:0;padding-left:0;list-style:none;'><ul style='padding-top:0;list-style:none;'>Chapter - 01: Myth 1 – Brands are just a way of charging you more for the same product; Chapter - 02: Myth 2 – Once lost, brand trust can never be rebuilt; Chapter - 03: Myth 3 – A good brand can prop up a bad business; Chapter - 04: Myth 4 – Technology is diminishing the power of brands; Chapter - 05: Myth 5 – Branding is just about identity; Chapter - 06: Myth 6 – Brands don’t have any real economic value; Chapter - 07: Myth 7 – There is no such thing as brand loyalty; Chapter - 08: Myth 8 – The customer is always right; Chapter - 09: Myth 9 – It takes large resources and years of effort to build a global brand; Chapter - 10: Myth 10 – A brand is 'owned' by the marketing department; Chapter - 11: Myth 11 – Brand purpose is about effective corporate social responsibility; Chapter - 12: Myth 12 – Customers are seeking a conversation with your brand; Chapter - 13: Myth 13 – There are no real tools to help you manage your brand; Chapter - 14: Myth 14 – In certain businesses, brands really don’t matter; Chapter - 15: Myth 15 – Branding has nothing to do with the customer experience; Chapter - 16: Myth 16 – Branding is all about the product
• Edition: Second edition
• Publisher Details: London : KoganPage
• Publication Date: 2022
• Extent: 1 online resource, illustrations (black and white)
• Subjects: 658.827; Logos (Symbols); Branding (Marketing)
• Languages: English
• ISBNs: 9781398608160
• Related ISBNs: 9781398608177; 9781398608153
• Notes: Note: Includes bibliographical references and index.; Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.