Brand Leadership
Building Assets In an Information Economy
Summary:
The book explores the evolution of branding strategies in the context of the information-rich economy, emphasizing the importance of creating a brand identity and leveraging digital platforms to build brand equity. It provides insights into the collaborative approach of brand leadership, integrating brand strategy with business strategy to achieve sustainable competitive advantage.
Key points:
1. Brand Equity: The book highlights the value a brand brings to its products or services through consumer perceptions and experiences. This value, known as brand equity, is crucial for competitive advantage, allowing companies to charge more, retain customers, and block competitors.
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