January 2012
Intermediate to advanced
512 pages
24h
English
Since the 1990s companies have been aware that brands are an asset, and that consequently they should always be reinforced and nurtured by tangible innovations and intangible added values.
The 10 key principles of strategic brand management are known:
- Capitalize on very few strategic brands, which all convey a big idea, a vision, and are driven by the desire to change the customer’s life. No brand should be without a strong intangible component.
- Nest all variants and sub-brands under these mega-brands, to nurture them.
- Act as a leader and be passionate about increasing the standards of the category.
- Sustain the brands by a constant flow of innovations (product, service, etc) in line with their positioning.
- Create ...
