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Loading... Creating Brand Loyalty: The Management of Power Positioning and Really Great Advertisingby Richard D. Czerniawski
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One of the most critical factors in the success of a product or service is having a powerful brand identity. This work shows advertising and marketing managers how they can be sure that their branding is effective by establishing an efficient and creative relationship with their ad agency. It provides managers with the four basics of highly successful advertising or branding, which are: establishing a strategic vision (the positioning) for the brand; providing clear ad development direction (based on consumer insight); nurturing an effective creative process; and coaching the ad agency to success. No library descriptions found. |
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Google Books — Loading... GenresMelvil Decimal System (DDC)658.8Technology Management and auxiliary services Management Of MarketingLC ClassificationRatingAverage:
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