Brand Transformation

Transforming Firm Performance by Disruptive, Pragmatic and Achievable Brand Strategy

Business & Finance, Marketing & Sales
Cover of the book Brand Transformation by Keith Glanfield, Taylor and Francis
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Keith Glanfield ISBN: 9781351662550
Publisher: Taylor and Francis Publication: February 5, 2018
Imprint: Routledge Language: English
Author: Keith Glanfield
ISBN: 9781351662550
Publisher: Taylor and Francis
Publication: February 5, 2018
Imprint: Routledge
Language: English

To be of value to firms, branding must operate in the "real" world, not a theoretical one, unlocking latent commercial potential and delivering tangible business results. The imperative is to pragmatically change as you go, making simple branding changes that deliver a commercial difference. This radical new textbook combines best practice, research and theory to teach how to accelerate a firm’s branding performance, without disrupting and derailing day-to-day business. It demonstrates how to make practical "best-fit" changes to a firm's branding by implementing commercially feasible branding activity to achieve commercial results.

Structured around a brand transformation template, Brand Transformation demonstrates how to make pragmatic changes to branding by implementing improvements to six critical components of branding performance. The text not only presents new and different insights; importantly it contains a set of diagnostic questions, frameworks, tools and templates to design implementable changes to a firm’s branding. The text includes a set of six widely occurring firm "typologies" and suggests practical immediate activity on which to base a firm’s implementation plan.

This text is essential reading for final year marketing undergraduates, postgraduate students of marketing, practising marketers and general managers

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

To be of value to firms, branding must operate in the "real" world, not a theoretical one, unlocking latent commercial potential and delivering tangible business results. The imperative is to pragmatically change as you go, making simple branding changes that deliver a commercial difference. This radical new textbook combines best practice, research and theory to teach how to accelerate a firm’s branding performance, without disrupting and derailing day-to-day business. It demonstrates how to make practical "best-fit" changes to a firm's branding by implementing commercially feasible branding activity to achieve commercial results.

Structured around a brand transformation template, Brand Transformation demonstrates how to make pragmatic changes to branding by implementing improvements to six critical components of branding performance. The text not only presents new and different insights; importantly it contains a set of diagnostic questions, frameworks, tools and templates to design implementable changes to a firm’s branding. The text includes a set of six widely occurring firm "typologies" and suggests practical immediate activity on which to base a firm’s implementation plan.

This text is essential reading for final year marketing undergraduates, postgraduate students of marketing, practising marketers and general managers

More books from Taylor and Francis

Cover of the book Readings in Urban Analysis by Keith Glanfield
Cover of the book Unconscious Contracts by Keith Glanfield
Cover of the book The Guru in South Asia by Keith Glanfield
Cover of the book The Englishwoman's Review of Social and Industrial Questions by Keith Glanfield
Cover of the book From African to Yankee by Keith Glanfield
Cover of the book Rome and its Frontiers by Keith Glanfield
Cover of the book The Politics of Christian Zionism 1891-1948 by Keith Glanfield
Cover of the book Autism by Keith Glanfield
Cover of the book Perform or Else by Keith Glanfield
Cover of the book Survival for a Small Planet by Keith Glanfield
Cover of the book Doing Organizational Ethnography by Keith Glanfield
Cover of the book Islamic Mysticism and Abu Talib Al-Makki by Keith Glanfield
Cover of the book Youth Studies by Keith Glanfield
Cover of the book The Knowledge Management Yearbook 2000-2001 by Keith Glanfield
Cover of the book Organising Learning in the Primary School Classroom by Keith Glanfield
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy