How to Use Advertising to Build Strong Brands

How to Use Advertising to Build Strong Brands
Format
Paperback
Publisher
SAGE Publications Inc
Country
United States
Published
15 August 1999
Pages
408
ISBN
9780761912439

How to Use Advertising to Build Strong Brands

Advertising’s greatest single contribution to business is its ability to build brands, and this comprehensive volume covers all aspects of this critical marketing process. An authoritative cast of chapter authors examines all aspects of brand management, brand equity, new and mature brands, and'brand magic.‘ The brand magic is also extended in unexpected new areas such as political marketing, green marketing and the arts.

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