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· 제목 : Wally Olins: The Brand Handbook (Hardcover)
· 분류 : 외국도서 > 건축/디자인 > 디자인 > 산업
· ISBN : 9780500514085
· 쪽수 : 112쪽
· 출판일 : 2008-06-02
· 분류 : 외국도서 > 건축/디자인 > 디자인 > 산업
· ISBN : 9780500514085
· 쪽수 : 112쪽
· 출판일 : 2008-06-02
목차
Preface ? Introduction ? Definitions and Guidelines ? Part One: What Branding is About 1. Brand Visibility 2. Brand Architecture 3. Why and When to Introduce Branding 4. The Brand as a Corporate Resource ? Part Two: Making Brands Work 5. Developing the Branding Programme 6. Control, Cost and Timing ? Part Three: Belief in Branding 7. About Courage 8. Risks 9. Brand Value
