Origin of Brands

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.

Stabiliti regulile pentru crearea marcii intr-o serie de capitole care arata cum sunt dezvoltate idei noi, importanta de a fi primul, de a inventa o noua categorie, de a pozitiona in fata marcilor existente, de a va pozitiona impotriva unui inamic. Acest autor discuta despre importanta relatiilor publice, a protectiei marcii si cand sa renunte la un brand existent.