Brand Relations Management Bridging the Gap Between Brand Promise and Brand Delivery

by Aparia, Tony; Back, Rolf

• ISBN13: 9788763001212
• ISBN10: 8763001217
• Format: Paperback
• Copyright: 2004-03-01
• Publisher: CBS Press
• More Book Details
• Purchase Benefits

Summary

Brand Relations Management is a book for all those interested in strategy and marketing. The primary intention is to show that both brand promise and brand delivery are necessary in order to build a sustainable brand. The book's greatest strength is that it gathers and presents all the relevant theories of brand building. It is therefore an excellent source for those wanting to educate themselves in the area

Table of Contents

Foreword	p. 3
Overview	p. 4
Competition and cooperation	p. 11
Theories
Theories of importance in BRM	p. 23
Horizontal competition
Horizontal competition	p. 217
The Colgate brand - development on a mature market	p. 228
The Daim brand - in search of brand identity	p. 243
Vertical competition
Vertical competition	p. 263
The ICA master brand - change processes	p. 274
The ICA Nara subbrand	p. 293
Analysis and conclusions
Brand relations management : bridging the gap between brand promise and brand delivery	p. 317
References	p. 361
Subject index	p. 371
Table of Contents provided by Blackwell. All Rights Reserved.