Most businesses today can readily access the required technology and
talent to match competitors' innovations and ideas quickly, making
products and services similar to one another. In the modern business
environment, companies instead need to build brands that consumers
recognize and trust if they're looking for sustainable, profitable
growth.
This book presents in a concise fashion the latest thinking and methods
for successful branding. Clear and accessible, it contains real-life
examples from business, practical frameworks, and inspiring
illustrations. It explains what branding really is, why a brand is so
critical to success in business, and how to maximize the growth of your
current and future products/services through branding.