With the increasing globalization of brands, effective brand management in differentiating
products has become even more essential. This helpful volume provides the latest
strategies for maximizing the value of your brands and products. Here are the landmark
ideas that have established the Harvard Business Review as required reading for ambitious
businesspeople in organizations around the globe.
В сборнике собраны статьи, рассматривающие современные стратегии максимизации ценности
Ваших продуктов и брендов. Книга будет полезна бизнесменам всего мира.
Содержание
1.Building Brands Without Mass Media
2.Brands Versus Private Labels: Fighting to Win
3.How Do You Grow a Premium Brand?
4.Should You Take You Brand Where the Action Is?
5.Extend Profits, Not Product Lines
6.The Logic of Product-Line Extensions
7.Can This Brand Be Saved?
8.Your Brands Best Strategy
About the Contributors
Index
