000			01768nam a22001937a 4500
008			250702b |||||||| |||| 00| 0 eng d
020			_a9781398618572
040			_ctbs
041			_aeng
050			_aHF5415.1255 _b.G46 2025
100			_aGeoghegan, Andrew _925625 _eauthor
245			_aEffective brand building _b: unlock growth with strategy, insights, and measurement _c/ Andrew Geoghegan.
260			_aLondon : _bKogan Page, _c2025.
300			_a245 pages : _billustrations ; _c24 cm.
520			_aInvestment and focus on brand building skills have diminished across the marketing industry in recent years. But without the knowledge and understanding of how to build strong brands, marketers end up jumping between short-term tactics and struggle to deliver reliable, long-term growth. Effective Brand Building is here to change that. It provides practical, everyday wisdom in how to drive effective growth for brands for the long and short term, in synch with broader organizational goals and business processes. From award-winning marketer and columnist for Marketing Week, Andrew Geoghegan, this book is the ultimate guide to developing the skills and knowledge you need to create a brand building strategy that delivers growth. Containing best practice frameworks, tools, and approaches to measurement, this book enables marketers to create repeatable results and maximize their return on investment. With real-world examples from businesses such as McDonald's, Mondelez, Apple, and Unilever, this book will help marketers ask the right questions in order to create the best conditions in their businesses for effective brand building.
650		0	_aBranding (Marketing) _96284
650		0	_aBrand name products _xManagement _92369
942			_2lcc
999			_c4809 _d4809