Brand Transformation by Keith Glanfield - Bookswagon
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Brand Transformation

Brand Transformation


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About the Book

To be of value to firms, branding must operate in the real world, not a theoretical one, unlocking latent commercial potential and delivering tangible business results. The imperative is to pragmatically change as you go, making simple branding changes that deliver a commercial difference. This radical new textbook combines best practice, research and theory to teach how to accelerate a firm's branding performance, without disrupting and derailing day-to-day business. It demonstrates how to make practical best-fit changes to a firm's branding by implementing commercially feasible branding activity to achieve commercial results.

Structured around a brand transformation template, Brand Transformation demonstrates how to make pragmatic changes to branding by implementing improvements to six critical components of branding performance. The text not only presents new and different insights; importantly it contains a set of diagnostic questions, frameworks, tools and templates to design implementable changes to a firm's branding. The text includes a set of six widely occurring firm typologies and suggests practical immediate activity on which to base a firm's implementation plan.

This text is essential reading for final year marketing undergraduates, postgraduate students of marketing, practising marketers and general managers


About the Author:

Dr Keith Glanfield is Lecturer in Strategic Brand Management and Identity at Aston University, UK. Dr Glanfield researches the transformation and optimisation of an organisation's brands to improve organisational performance, sustainability and stakeholder satisfaction. Researching in partnership with organisations such as John Lewis, Waitrose and Harris Interactive Keith's research is focussed on developing and enhancing marketing practice. His work is published in academic journals and widely presented at academic conferences.


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Product Details
  • ISBN-13: 9781138064294
  • Publisher: Routledge
  • Publisher Imprint: Routledge
  • Height: 233 mm
  • No of Pages: 230
  • Spine Width: 0 mm
  • Weight: 750 gr
  • ISBN-10: 1138064297
  • Publisher Date: 14 Feb 2018
  • Binding: Hardback
  • Language: English
  • Returnable: N
  • Sub Title: Transforming Firm Performance by Disruptive, Pragmatic and Achievable Brand Strategy
  • Width: 156 mm


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