Brands in the Balance: Meeting the Challenges to Commercial Identity
By Kevin Drawbaugh.
Description
It seems that nothing is unbrandable these days. From soft drinks, cars and clothing to financial services, telephones and even health care. As globalization increases consumer choice and product availability, commodities and services can often only be differentiated by one thing - brand. The growth of internet commerce has only intensified the view that a strong brand may be all that stands between profit and loss, between corporate identity and obscurity. Whilst brands may be bigger and bolder than before, more is expected of them as the marketplace buckles under the weight of product ove...
ISBN(s)
0273650351, 9780273650355
