“Brand management for individual goods and services represents a unique and effective opportunity for establishing enduring, competitive advantages.”
Branding is not a logo on your product. Your brand is what makes your products and their characteristics unique to your customers.
This book is a valuable resource on raising the brand, especially B2B type of it. It demonstrates a lot of ideas and how to apply them in practice, also by providing needed amount of statistical materials which make understanding of brand structuring more effective and fast.
I recommend this book for students of Tiimiakatemia and marketers. They can find here a lot of needed information about how and why it is important to build a good brand.
