Avoid the mistakes many marketers have made while creating brand strategies that work. Dozens of examples and case studies explore marketing "myths" you should avoid, probe the impact of strong retailers on brand strategies, and reveal the changing role of advertising in building a brand. Plus, you'll discover how to:
-- Create an overall vision
-- Implement strategies to create and build dominant brands
-- Restructure management, product development, marketing, and other internal operations to strengthen brand value
-- Create an overall vision
-- Implement strategies to create and build dominant brands
-- Restructure management, product development, marketing, and other internal operations to strengthen brand value
