According to the father-daughter team of Al and Laura Ries, a brand name is a name (a Proper Noun in fact) in the mind of the consumer that conveys a single proposition about a particular product or service. The power in a brand name lies in its ability to positively influence purchasing behavior. In an increasingly cluttered information society, a powerful brand image can act as a guidepost for the consumer in making a purchase decision.
This book is the definitive text on branding. It provides you with pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, Starbucks and Heineken. This book tackles one of the most challenging marketing problems today which is branding on the Web. By reading this book you will learn not only how to build a brand, but how to keep it alive.
This book is the definitive text on branding. It provides you with pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, Starbucks and Heineken. This book tackles one of the most challenging marketing problems today which is branding on the Web. By reading this book you will learn not only how to build a brand, but how to keep it alive.
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