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400 pages • first pub 2001 (view editions)
ISBN/UID: 9780071364157
Format: Hardcover
Language: English
Publisher: McGraw-Hill Education
Edition Pub Date: 06 February 2001
Description
A brand's meaning--how it resonates in the public heart and mind--is a company's most valuable competitive advantage. Yet, few companies really know how brand meaning works, how to manage it, and how to use brand meaning strategically. Written by ...
Community Reviews
Content Warnings
400 pages • first pub 2001 (view editions)
ISBN/UID: 9780071364157
Format: Hardcover
Language: English
Publisher: McGraw-Hill Education
Edition Pub Date: 06 February 2001
Description
A brand's meaning--how it resonates in the public heart and mind--is a company's most valuable competitive advantage. Yet, few companies really know how brand meaning works, how to manage it, and how to use brand meaning strategically. Written by ...
Community Reviews
Content Warnings