Brand Relations Management: Bridging the Gap Between Brand Promise and Brand Delivery

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9788763001212: Brand Relations Management: Bridging the Gap Between Brand Promise and Brand Delivery

Brand Relations Management is a book for all those interested in strategy and marketing. The primary intention is to show that both brand promise and brand delivery are necessary in order to build a sustainable brand. The book's greatest strength is that it gathers and presents all the relevant theories of brand building. It is therefore an excellent source for those wanting to educate themselves in the area

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About the Author:

Dr Tony Aperia is responsible for courses in brand management at Stockholm University School of Business. Aside from his academic work, Aperia works as a brand consultant and he is the principal of Nordic Brand Academy. Dr Rolf Back is research director at the department of Applied Communications Science, Stockholm University and professor of change management at Lulea University of Technology. He is also a former CEO of several leading companies in Sweden.

Review:

The Brand Relations Management model offers practical guidelines on how to bridge the gap between brand promise and brand delivery. -- Cees van Riel, Professor, Rotterdam School of Management, Erasmus University

"About this title" may belong to another edition of this title.

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ApÃ?ria, Tony, Back, Rolf
Published by Copenhagen Business School Press (2004)
ISBN 10: 8763001217 ISBN 13: 9788763001212
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