Chiaravalle, Bill. creator Schenck, Barbara Findlay. text nju Hoboken, NJ John Wiley & Sons, Inc. c2015 2015 2nd ed. monographic eng

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xii, 368 p. : ill. Branding paves the way for marketing success, and this hands-on guide will lead you through the entire branding process. From deciding what, how, and when to brand, to leveraging your brand or conducting a makeover, Chiaravalle and Schenck will help you take control of your brand today. Part 1. Getting started with branding -- Part 2. Building a brand, step by step -- Part 3. Winning brand fans and followers -- Part 4. Caring for your brand -- Part 5. Protecting your brand -- Part 6. The part of tens. by Bill Chiaravalle and Barbara Findlay Schenck. Includes index. Branding (Marketing) Business names Product management Advertising HF5415.1255 .C55 2015 111895808X 9781118958087 210428 ocn880965432