This refreshingly simple, practical guide demonstrates howbrand management can boost business performance. It is the idealinspiration for creating growth in today's tough economic times.Following the template of the highly successful original version,the book consists of a programme of 8 "workouts" that will helpmarketers raise their own game in key areas such as: insight,portfolio strategy, positioning and innovation. The tools andtechniques in the book have been road-tested on over 100 brandgymprojects out of the last 8 years, making this book extremelypractical. * Based on the inside stories of brand leaders who have achievedsuccess: Tesco, T-Mobile, Unilever and Proctor and Gamble. Thesecompanies share their tips, tricks and warn of the traps toavoid. * 50% of the content is new or updated with the latest thinkingon "recession proof branding", how to win when times are tough,communication briefing, growing the core business and new researchwith marketing directors on the key success factors of brandleaders. * The authors are most influential, appearing in The Guardian,Marketing, Brand Strategy, Market Leader and TheMarketer. The CIM have called David Taylor one of the"World's 50 most important marketing thinkers".

Book Information
ISBN 9780470686195
Author David Taylor
Format Hardback
Page Count 260
Imprint John Wiley & Sons Ltd
Publisher John Wiley and Sons Ltd
Weight(grams) 608g