The Leading eBooks Store Online 4,385,058 members ⚫ 1,459,539 ebooks

New to

Learn more

Brand Transformation

Transforming Firm Performance by Disruptive, Pragmatic and Achievable Brand Strategy

Brand Transformation by Keith Glanfield
Buy this eBook
US$ 46.95
(If any tax is payable it will be calculated and shown at checkout.)

To be of value to firms, branding must operate in the "real" world, not a theoretical one, unlocking latent commercial potential and delivering tangible business results. The imperative is to pragmatically change as you go, making simple branding changes that deliver a commercial difference. This radical new textbook combines best practice, research and theory to teach how to accelerate a firm’s branding performance, without disrupting and derailing day-to-day business. It demonstrates how to make practical "best-fit" changes to a firm's branding by implementing commercially feasible branding activity to achieve commercial results.

Structured around a brand transformation template, Brand Transformation demonstrates how to make pragmatic changes to branding by implementing improvements to six critical components of branding performance. The text not only presents new and different insights; importantly it contains a set of diagnostic questions, frameworks, tools and templates to design implementable changes to a firm’s branding. The text includes a set of six widely occurring firm "typologies" and suggests practical immediate activity on which to base a firm’s implementation plan.

This text is essential reading for final year marketing undergraduates, postgraduate students of marketing, practising marketers and general managers

Taylor and Francis; February 2018
230 pages; ISBN 9781351662550
Read online, or download in secure EPUB or secure PDF format
Title: Brand Transformation
Author: Keith Glanfield
  • News
  • Contents
No entry found
Subject categories