The 20 most important principles of brand management

Anyone who has been doing brand management on the side will be disabused in this book. The reader learns that brands are intangible and monetary assets and why. And to ensure that they are treated as they deserve to be, there is also an overview of the most important and current methods and concepts of brand management. This is less innovative than informative, but this does not detract from the book, which can be used wonderfully as a reference work and source of ideas. Countless examples ensure that even complicated issues are easy to understand. Illustrations and information boxes do the rest. What's more, the book is written in a lively and flowing style. If you only need to read about one topic in more detail, such as revitalizing sagging brands, you will quickly find what you are looking for thanks to the tight structure and short paragraphs.getAbstract recommends this book above all to marketing managers and advertisers.getAbstract rating: 7Feasibility: 7   Degree of innovation: 5Style: 8Publisher: Springer GablerYear of publication: 2015Pages: 200ISBN: 9783658063856