More than a name : an introduction to branding /

• Davis, Melissa.
• Baldwin, Jonathan.

• Brand name products.

• AVA,

• 2940373000 (pbk.)

• Includes index.
• Bibliography: p. 237.

• Wally Olins on brand
• power of industrial brands an effective route to competitive advantage
• Strategic brand management building measuring and managing brand equity
• Brands and branding
• Fashion brands branding style from Armani to Zara
• Creating powerful brands in consumer service and industrial markets
• Consumer behavior in fashion
• Strategic market management
• Operations management