In this original and imaginative slant on contemporary brand management, Thom Braun takes us into the minds of the world's greatest Western thinkers to reveal what they might say about branding if they were alive today. Philosophers covered include Heraclitus, Socrates, Plato, Aristotle,...

The right name is a good way to start -- Building equity in your brand -- Building brand loyalty -- When a brand gets into trouble -- Brand "personality" and extension positioning : a brand marketing casebook -- A crash course in brand marketing -- Brand marketing : today and tomorrow

pt. 1.A Strategy for Analyzing Your Suppliers --Ch. 1.Why Analyze Your Suppliers? --Ch. 2.Choosing Which Suppliers to Analyze --pt. 2.Components of a Corporate Analysis of Suppliers --Ch. 3.Creating a Corporate Analysis --Ch. 4.Investigating What is Behind Financial Figures --Ch. 5.Analyzing...

"Based on the world's most extensive study of tween attitudes and behaviours ever conducted, BRANDchild is the first book to look in-depth at the phenomena behind global kids and their relationships with brands. Conducted by Millward Brown, the leading global market research agency, the...