Brand Immortality
How Brands Can Live Long and Prosper
(Sprache: Englisch)
Brand Immortality explores the key marketing factors in brand health, and shows how brands need to adapt to prosper throughout their life. Using case studies from the IPA Effectiveness Awards, it shows how to manage strategy to ensure that your brand...
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Brand Immortality explores the key marketing factors in brand health, and shows how brands need to adapt to prosper throughout their life. Using case studies from the IPA Effectiveness Awards, it shows how to manage strategy to ensure that your brand rides the category life-cycle waves and becomes immortal.
Klappentext zu „Brand Immortality “
Properly managed no brand need decay and die - immortality is within the reach of all. If the right decisions, the right resources and the right imagination are brought to bear, brands can renew continuously and outlive their creators.Brand Immortality is a practical health manual for brands of all types and ages that seek immortality. Drawing on the renowned IPA Effectiveness Awards case histories, and full of examples including Nokia, Sony, Nike, Apple and Virgin, it examines how the nature of brands has changed over time and continues to evolve, and the implications this has for marketing. It identifies the factors that are essential to a brand's long term survival - especially those which defend and strengthen a brand's place in the hearts and minds of consumers.
Enriched by comments from industry insiders who were directly involved with global brands, Brand Immortality identifies winning brand strategies. Full of experience and insight, it will help marketers and their agencies beat the odds in winning, retaining and satisfying customers - and thus help them achieve brand immortality.
Autoren-Porträt von Hamish Pringle, Peter Field
Pringle, HamishHamish Pringle is Director General of the IPA (The Institute of Practitioners in Advertising). He has over 26 years' experience in the advertising industry having run his own branding and marketing consultancy and worked for Saatchi & Saatchi amongst many others. He is also the author of Brand Spirit, Brand Manners, and Celebrity Sells. Field, PeterPeter Field spent 15 years as a strategic planner in advertising before working as a consultant. As well as setting up a training partnership for the advertising and marketing industries, he helped start Eatbigfish, the challenger brand consultancy. Peter has written widely for various journals of the marketing and communications sectors, and has contributed over many years to IPA education and training programmes.
Bibliographische Angaben
- Autoren: Hamish Pringle , Peter Field
- 2008, 336 Seiten, Maße: 16,4 x 23,9 cm, Leinen, Englisch
- Verlag: Kogan Page
- ISBN-10: 0749449284
- ISBN-13: 9780749449285
- Erscheinungsdatum: 29.12.2008
Sprache:
Englisch
Pressezitat
"The book seeks to challenge accepted theories of marketing, claiming that many work against brand immortality rather than for it." Campaign
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