Creating Brand Loyalty

Richard D. Czerniawski

• 01 september 1999
• 9780814405017

Samenvatting:

One of the most critical factors in the success of a product or service is having a powerful brand identity. This work shows advertising and marketing managers how they can be sure that their branding is effective by establishing an efficient and creative relationship with their ad agency. It provides managers with the four basics of highly successful advertising or branding, which are: establishing a strategic vision (the positioning) for the brand; providing clear ad development direction (based on consumer insight); nurturing an effective creative process; and coaching the ad agency to success.