The Business of Brands

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Synopsis

This is not a 'how to' book about branding. Instead it outlines approaches that will increase the accountability of marketing spending and provide tools to support investment decisions. Drawing on the world's largest database of brand research, The Business of Brands outlines the ways in which brands are a source of value for both businesses and consumers. For businesses, it shows how brands contribute to shareholder value, both through revenue generation and by acting as a management tool. And for consumers, it shows how brands can fulfil various valuable functions - such as acting as a source of trust or a predictor of quality.

Book details

Author:
Jon Miller, David Muir
ISBN:
9780470862605
Related ISBNs:
9780470862599
Publisher:
Wiley
Pages:
286
Reading age:
Not specified
Includes images:
No
Date of addition:
2019-11-28
Usage restrictions:
Copyright
Copyright date:
2005
Copyright by:
N/A 
Adult content:
No
Language:
English
Categories:
Business and Finance, Nonfiction