In A Week series

Price £6.99
ISBN 0340859016

Building a Brand in a Week

The use of branding is one of the most powerful ways of getting, keeping and using competitive business advantage. The idea of selling 'the brand' rather than just 'the product' has grown in prominence in recent years and is no longer just the concern of major multinationals. This book is aimed at businesses of all sizes that want to take their branding options seriously and have decided to build a lasting brand from their existing strengths.

Contents List:
1 - Sunday: From products to brands- what brands are and how to use them
2 - Monday: What have you got? The brand audit- company and customers
3 - Tuesday: Completing the audit- analysing competitors and channels to market
4 - Wednesday: Constructing the plan
5 - Thursday: Bringing the brand to life
6 - Friday: Communicating the plan and building brand relationships
7 - Saturday: Managing the plan: review of the process and golden rules

The Authors:
Pete Laver is one of the UK’s leading brand specialists. He currently provides consultancy and training services to blue chip businesses such as Heinz, Sainsbury’s and Centrica. His brand and communication courses are held worldwide and he is a trainer for the Chartered Institute of Marketing. He is also a visiting lecturer for Greenwich University’s Masters Degree programme.