60-Minute Brand Strategist: The Essential Brand Book for Marketing Professionals, 1st Edition

  • Published By:
  • ISBN-10: 1118659961
  • ISBN-13: 9781118659960
  • DDC: 658.8
  • Grade Level Range: 12th Grade +
  • 256 Pages | eBook
  • Original Copyright 2013 | Published/Released June 2014
  • This publication's content originally published in print form: 2013

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60-Minute Brand Strategist is only about one thing: branding. Period. In this economy ruled by ideas, the only sustainable form of leadership is brand leadership.The book offers a practical view of how branding decisions happen in the context of business strategy, not just in marketing communications. It brings in business strategy, customer experience, and anthropological perspectives as well. This new and adapted version of the book carries the design and follows the same format from the previous versions but includes many important additions, including information on how traditional branding is being challenged in a connected world as well as new case studies of companies that have applied similar concepts to achieve success.

Table of Contents

Front Cover.
Other Frontmatter.
Half Title Page.
Copyright Page.
Title Page.
1: All about Brands.
2: Branding in a Postmodern Culture.
3: Strategic Perspectives of Branding.
4: Managing Brand Value.
5: Brand Leadership.
6: Luxury Brand Marketing.
7: Strategic Branding Process.
8: Strategic Branding Assessment.
9: Strategic Brand Audit.
About the Author.