Brand Gap, The: Revised Edition, 2nd edition

Published by Pearson (August 4, 2005) © 2006

  • Marty Neumeier
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  • Digital eBook
  • Instant access
  • Available online, offline and via apps
  • Accessible through the VitalSource Bookshelf

Features

  • Make highlights and notes
  • Listen as the Bookshelf reads to you
  • Search across the eBook content
  • 220-word brand glossary
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Details

  • A print text
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Features

  • Theory of brand-building
  • 220-word brand glossary
  • How to test brand concepts

This product is expected to ship within 5-7 business days for Australian customers.

The Brand Gap presents a unified theory of brand-building. 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:
  • the 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
  • 220-word brand glossary
  • Introduction
  • Discipline 1: Differentiate
  • Discipline 2: Collaborate
  • Discipline 3: Innovate
  • Discipline 4: Validate
  • Discipline 5: Cultivate
  • Take Home Lessons
  • Brand Glossary
  • Acknowledgments
  • Recommended Reading

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