000			03123cam a2200337 i 4500
999			_c197343
003			SPU
005			20250518164858.0
008			200311b20202020enk||||| |||| 00| 0 tha d
020			_z9780749483098
040			_aSPU
049			_amain
050		4	_aHF 5415.1255 _bB35M 2019
100	1		_aBailey, Simon,
245	1	0	_aMyths of branding : _ba brand is just a logo, and other popular misconceptions / _cSimon Bailey, Andy Milligan
260			_aLondon ; _bKogan Page, _c2019
300			_axii, 244 pages : _billustrations ; _c24 cm
449			_a110203
449			_a110240
490	1		_aBusiness myths
504			_aIncludes bibliographical references and index
505	0		_aMyth 1. Brands are just a way of charging you more for the same product -- Myth 2. Once lost, trust can never be rebuilt -- Myth 3. A strong brand can be used to prop up a bad business -- Myth 4. Technology is diminishing the power of brands -- Myth 5. Branding is just about the logo and advertising -- Myth 6. Brands don't have financial value -- Myth 7. Differentiation is dead. Distinctiveness matters -- Myth 8. The customer is always right -- Myth 9. You need many decades to build a truly global brand -- Myth 10. A brand is 'owned' by the marketing department -- Myth 11. Brand purpose is just CSR by another name -- Myth 12. Customers are seeking a personal relationship with your brand -- Myth 13. Branding is subjective. It's all fluff and art with no rigour and science -- Myth 14. In certain types of business, brands don't really matter -- Myth 15. Branding has nothing to do with the customer experience -- Myth 16. Branding is all about the product -- Myth 17. Creating brand names is easy -- Myth 18. Brands are just consumer goods -- Myth 19. Brands are just about what happens on the outside -- Myth 20. There is no such thing as brand loyalty
520			_a"A brand is just a logo and a way of charging you more for a product- everyone knows that, don't they? After all, there is no such thing as brand loyalty, and isn't branding all fluff and art, devoid of rigour and science? These myths are all surprisingly entrenched, yet could not be further from the truth. Myths of Branding debunks the most popular misconceptions and replaces them with the reality of what it's really like to work in the world of branding and why it's such an important and effective industry. Branding experts Simon Bailey and Andy Milligan explore the misguided, mistaken and blatantly false myths that abound in the branding arena, using fascinating examples from the world's leading brands and foremost branding agencies. Myths of Branding will give you a deeper and sharper understanding of the realities of branding and brand management."--Back cover
650	0	0	_aLOGOS (SYMBOLS) _990353
650	0	0	_aBRANDING (MARKETING) _9160068
700	1		_aMilligan, Andy,
830		0	_aBusiness myths
850			_aSPU
910			_aคุณณิชาภา ดำจันทร์ สั่งซื้องาน SPU Book Fair 2019 _bร้าน Kinokuniya _c110320 _pF068063
942			_2lcc _cGEN
998			_aniparat 0320