Brand Transformation av Keith Glanfield

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<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, framework