Create the Perfect Brand

by Paul Hitchens, Julia Hitchens

Filled with case studies—Harley Davidson to IKEA to Lego to Susan Boyle—a guide to maximizing a brand, even in a downturn

 

All aspects of branding are covered in this guide, including brand creation and protection, while fascinating case studies of famous brands, including the disaster stories, nail their advice in the real world. Reades will learn what a brand is and why it is the heart, soul, and core of a business; the methods to value a brand; brand focus; brand creation and structure; brand protection, including trademark and intellectual property; personal branding; and brand delivery. The authors include their own extensive experiences and guidance, and the fascinating case studies include Cadbury and the Apple iPod plus such disaster stories as Woolworths.

248 pages, Paperback

First published August 1, 2010