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Powerful brand management is as vital for a niche entrepreneur, small business or charity as it is for a multinational corporation. Any organization that provides a product or service needs to establish its point of differentiation and communicate its benefit to its customers. The Essential Brand Book helps you build a strong brand to provide the key communication with customers, create critical differentiators in the marketplace, shape internal company culture, leverage the intellectual assets of the business and generate increased business performance.
Fully updated to include current brand issues, The Essential Brand Book is a companion resource for anyone involved in branding. It contains over 100 business models and techniques for building brand value and is illustrated throughout with case studies. The book is divided into four key areas
Iain Ellwood is a marketing and brand strategist who has worked for blue-chip companies in Japan, Hong Kong, the United States and the Netherlands. He is a leading strategist at consulting firm Prophet and has advised Vodafone, Swiss Airlines, Tesco, Philips, Guinness World Records, BT, LE Group and JP Morgan. A regular conference speaker on marketing, branding and communications, he also often appears on the national and business press.