内容简介

Fast track route to mastering brands and branding
Covers the key areas of branding, from developing a strong brand personality and differentiation to brand valuation and protecting your brand
　　Examples and lessons from some of the world's most successful businesses, including CocaCola, Intel, Toyota and Virgin, and ideas from the smartest thinkers, including David Aaker, Philip Kotler, John Quelch, Al Ries and Ted Levitt
　　Includes a glossary of key concepts and a comprehensive resources guide
　　ExpressExec is a unique business resource of one hundred books. These books present the best current thinking and span the entire range of contemporary business practice. Each book gives you the key concepts behind the subject and the techniques to implement the ideas effectively, together with lessons from benchmark companies and ideas from the world's smartest thinkers.