Everyone knows that building your product or service into a bona e brand is the only way to stand out in today's insanely crowded marketplace. The only question is, how do you do it?
This is the definitive text on branding, distilling the complex theories and principles behind this key marketing term into twenty-two easy-to-read vignettes.
World-renowned marketing guru Al Ries and his daughter and business partner Laura Ries examine brand-blazing strategies from the world's best, including Coca-Cola, Xerox, BMW, Federal Express and Starbucks, to provide you with the expert insight you need to build a world-class brand.
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