Competitive success : how branding adds value /

Bibliographic Details
Main Author:	Davis, John
Format:	Book
Language:	English
Published:	Chichester, West Sussex, U.K. ; Hoboken, NJ : John Wiley, 2010.
Subjects:	Brand name products. Branding (Marketing)

Table of Contents:

Competitive success
Brand value
Brand portfolios and architecture
The new brand building framework : destiny-distinction-culture-experiences (DDCE)
Brand destiny
Brand distinction
Brand culture
Overview of brand experiences
Brand experiences : customers and solutions
Brand experiences : marketing communications and environment
Brand leadership : senior management, team, planning, mapping.