Origin of brands, the: how product evolution creates endless possibilities for new brands
Auteur :
Ries, Al / Ries, Laura
Éditeur :
HarperCollins Publishers Inc
ISBN :
9780060570156
Date de publication :
27 sept. 2005
Dimensions :
20,3 x 13,5 x 1,8 cm
Poids :
272 g
Langue :
Anglais
Pays d'origine :
USA
Lay down the rules for brand creation in a series of chapters showing how new ideas are developed, the importance of being first, inventing a new category, positioning opposite existing brands, positioning against an enemy. This author discusses the importance of public relations, protecting the brand, and when to give up on an existing brand.