Lay down the rules for brand creation in a series of chapters showing how new ideas are developed, the importance of being first, inventing a new category, positioning opposite existing brands, positioning against an enemy. This author discusses the importance of public relations, protecting the brand, and when to give up on an existing brand.
- Limba : Engleza
- Data Publicarii : 27 Sep 2005
- Editie : New ed
- Format : Paperback / softback
- Numar pagini : 320
- ISBN : 9780060570156