Understanding Brands

Understanding Brands Define your brand Manage your brand Gain competitive advantage Peter Cheverton REAR COVER: "A quick and broad introduction to the world of 'the brand'." Media Week Good brand management is the route to getting a brand to work harder, make its proper mark and achieve success. Any brand new or old must be managed, nurtured, exploited and, when necessary, changed. Understanding Brands is for those who know that brand management is crucial but don't know how to go about it. It will help you to understand: what a brand is and what it can do for you; the brand as an emotional charge; the brand as a personality; branding and business strategy; how to position your brand or extend it; the importance of advertising. Featuring fascinating real-life examples, including Persil, Levi Strauss, Dyson, Ben & Jerry's, IKEA, Virgin Atlantic and Nestle, Understanding Brands takes you through the entire process of building, defining and managing a brand. Peter Cheverton is a director of Insight Marketing and People. He is the author of Key Account Management, Global Account Management and Key Marketing Skills (all published by Kogan Page).Cheverton, Peter is the author of 'Understanding Brands ', published 2006 under ISBN 9780749446659 and ISBN 074944665X.