BCB EII Building the Corporate Brand: EII

Building the Corporate Brand: EII (Second Edition) (Hardcover)

by Stefan Paul Jaworski

Editorial Reviews

Book Description

EII is a state-of-the-art Brand Building Book designed for Marketing, Brand, and Advertising Professionals/Executives- as opposed to academics. The book covers all aspects of Brand Building in great detail including: Brand Equity, Positioning, Brand Mapping, The Building of Image, Brand Architecture and Audit, BCP Relationships, Key Driver Discovery, SKU Analysis, Complex Situation Analysis, Brand Defending, and Brand Evolution. There are 75 Key Brand Laws defined, 120 mostly original diagrams, and many case study examples. The book is in the hands of numerous Fortune 500 Senior Executives.

From the Publisher

A Strong, For "Professionals" Brand Building Guide and Reference.

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Product Details

Hardcover: 475 pages

Published: (January 22, 2002)

ISBN: 0968883915