By Marty Neumeier

THE BRAND GAP is the first book to present a unified theory of brand. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a “charismatic brand”—a brand that customers feel is essential to their lives. In an entertaining two-hour read you’ll learn: • a new definition of brand • the five essential disciplines of brand-building • how branding is changing the dynamics of competition • the three most powerful questions to ask about any brand • why collaboration is the key to brand-building • how design determines a customer’s experience • how to test brand concepts quickly and cheaply • the importance of managing brands from the inside

Published Date: 03/10/2005 Format: PaperBack ISBN: 0-321-34810-9 Publisher: New Riders Rating: Retail price: US Dollar $ 19.99 (Rs. 1,430.08) Our price: Rs. 1,700.00 Reviews: 0 reivew(s).

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