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Brand Warfare 10 Rules for Building the Killer Brand

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ISBN-10: 0071362932

ISBN-13: 9780071362931

Edition: 2001

Authors: David D'Alessandro, Michelle Owens

List price: $24.95
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Description:

The author explains why 'brand' must come before any other business consideration. He illustrates the rules for building & sustaining a good brand & company no matter what the industry, using innovations in distribution, advertising & product mix.
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Book details

List price: $24.95
Copyright year: 2001
Publisher: McGraw-Hill Trade
Publication date: 3/8/2001
Binding: Hardcover
Pages: 208
Size: 6.25" wide x 9.25" long x 1.00" tall
Weight: 1.034
Language: English

Introductionp. ix
It's the Brand, Stupidp. 1
Codependency Can Be Beautiful--Consumers Need Good Brands As Much As Good Brands Need Themp. 15
A Great Brand Message Is Like a Bucking Bronco--Once You're On, Don't Let Gop. 26
If You Want Great Advertising, Be Prepared to Fight for Itp. 49
When It Comes to Sponsorships, There's a Sucker Born Every 30 Secondsp. 70
Do Not Confuse Sponsorship with a Spectator Sportp. 95
Do Not Allow Scandal to Destroy in 30 Days a Brand That Took 100 Years to Buildp. 110
Make Your Distributors Slaves to Your Brandp. 129
Use Your Brand to Lead Your People to the Promised Landp. 148
Ultimately, the Brand Is the CEO's Responsibility--and Everyone Else's Toop. 164
Indexp. 179
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