ESCP Europe

Revealing and explaining the latest models used by companies worldwide, the author covers all the leading issues faced by brand strategists today, supported by and array of international case studies. This books reveals new thinking on : growth in saturated markets, decommoditisation, innovation in emerging markets, brand rejuvenation and turn around, managing brand consistency and diversity, positioning private labels and store brands, globalisation and market adaptation, co-branding strategies, internal branding and corporate branding, financial evaluation of brands. Moving beyond marketing, this book integrates other components such as business models, HR and finance into brand building. It extends the brand concept to celebrities, universities, towns and nations.