As technology more or less levels brands, consumers will depend less on the evaluation of a single product, and go by corporate brand images. Building a powerful portfolio today involves ditching a plethora of brands and taking the corporate route to brand extension, hitching them collectively to the well established corporate brand itself. J Suresh and K B S Anand deliver a riveting flashback of brand building over the years, highlighting the changes in approach, brand truths, and brand drivers. Stressing the vital importance of integrating company-level efforts to deliver quality, they extract the precious essence of commercial success: how to give consumers a quality experience, whether by individual brands morphed onto the corporate one, or new stand-alone brands that target emerging consumer segments.
Product Brand To Company Brand
- Publisher: Excel books
- Product Code: Product Brand To Company Brand
- Availability: 20
- Excluding Tax: INR 499.00