On-Campus
Exhibits
Industry
About AEF | Newsletter | Site Map | Legal | Advanced Search
 
Print Version

The Brand Challenge
Adapting Branding to Sectorial Imperatives

Brand Challenge excerpt

Edited by Kartikeya Kompella

 

This book brings together some of the world's leading brand experts to provide a unique examination of the nuances of buliding brands in particular sectors, from luxury goods to finance to not-for-profit. It enables the reader to gain a comprehensive understanding of how to build successful brands using proven strategies.

The chosen excerpt highlights the first two steps of brand innovation, as well as a mini-case study for Dove's Campaign for Real Beauty.

Read the excerpt (pdf) >>

 

 


This an excerpt from Chapter 3 of The Brand Challenge: Adapting Branding to Sectorial Imperatives (978-0749470159) by Peter Fisk, edited by Kartikeya Kompella. Published November 2014 by Kogan Page. Copyright 2015 by Kartikeya Kompella and the individual contributors. Reproduced by permission of Kogan Page. 

 

 

 

Kartikeya Kompella

Copyright © 2015 Kogan Page Ltd.. All rights reserved.

 

irish-civil