Brand Transformation

<p>To be of value to firms branding must operate in the real world not a theoretical one unlocking latent commercial potential and delivering tangible business results. The imperative is to pragmatically change as you go making simple branding changes that deliver a commercial difference. This radical new textbook combines best practice research and theory to teach how to accelerate a firm’s branding performance without disrupting and derailing day-to-day business. It demonstrates how to make practical best-fit changes to a firm's branding by implementing commercially feasible branding activity to achieve commercial results. </p><p>Structured around a brand transformation template <i>Brand Transformation</i> demonstrates how to make pragmatic changes to branding by implementing improvements to six critical components of branding performance. The text not only presents new and different insights; importantly it contains a set of diagnostic questions frameworks tools and templates to design implementable changes to a firm’s branding. The text includes a set of six widely occurring firm typologies and suggests practical immediate activity on which to base a firm’s implementation plan. </p><p>This text is essential reading for final year marketing undergraduates postgraduate students of marketing practising marketers and general managers</p>