| Description |
xi, 244 pages : illustrations ; 25 cm |
| Note |
"Incorporating data from BrandZ, a WPP commissioned global study by Millward Brown." |
| Bibliography |
Includes bibliographical references (pages [233]-237) and index. |
| Contents |
From understanding to obsession -- The five symptoms of malaise of consumer-led brands -- Why brands need belief -- Why passive belief won't do -- Just another brand, or a passionbrand? -- Creating passionbrands : the journey starts here -- Corner no 1 : ideology -- Corner no 2 : capability -- Corner no 3 : consumer -- Corner no 4 : environment -- Marketing imagination and the passionpoint -- From identity to reality : six guiding principles -- Leading from the heart. |
| Subject |
Brand name products.
|
| Added Author |
Day, Derek, 1949-
|
| ISBN |
0749443707 |
|
