A multifaceted perspective on building and managing brand value Brand identity has never been as crucial to company survival as it is in today's customer-centered new economy. As much as sixty percent of a company's market capitalization is tied up in its brand name. Yet, according to a recent survey of finance directors at leading firms in the United States and abroad, fewer than thirty percent of those surveyed believed that brands were their organization's most valuable asset after people. A book that will be of vital ...
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A multifaceted perspective on building and managing brand value Brand identity has never been as crucial to company survival as it is in today's customer-centered new economy. As much as sixty percent of a company's market capitalization is tied up in its brand name. Yet, according to a recent survey of finance directors at leading firms in the United States and abroad, fewer than thirty percent of those surveyed believed that brands were their organization's most valuable asset after people. A book that will be of vital interest to senior managers and investors, Brands: Visions and Values makes an important contribution to the rapidly expanding discourse on brand value. It takes a timely look at the value of brand to a company from the perspectives of the accountant, the marketer, the analyst and the legal expert. Its comprehensive, multi-dimensional coverage of all aspects of building and managing brand value makes this a standout book in a market brimming with books on branding. John Goodchild (London, UK) and Clive Callow (London, UK) are both associates at Keith, Bayley, and Rogers and are editors of Professional Investor magazine.
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Seller's Description:
This is an ex-library book and may have the usual library/used-book markings inside. This book has hardback covers. In poor condition, suitable as a reading copy. Dust Jacket in good condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item, 500grams, ISBN: 9780471497424.
Choose your shipping method in Checkout. Costs may vary based on destination.
Seller's Description:
This is an ex-library book and may have the usual library/used-book markings inside. This book has hardback covers. In poor condition, suitable as a reading copy. Dust Jacket in good condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item, 500grams, ISBN: 9780471497424.
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Seller's Description:
Good. Connecting readers with great books since 1972! Used textbooks may not include companion materials such as access codes, etc. May have some wear or writing/highlighting. We ship orders daily and Customer Service is our top priority!
