Kompella, Kartikeya

Building Brands Building Meaning: A Guide to Increasing the Financial Value of Brands Through Building Positive Meaning - New Delhi Viva Books 2006 - x, 134p.

Branding for business • Good intent makes for Good business • Differentiation - the brand lifeline • Values - the cornerstone of brand relationships • The price and value relationship • Your people define what your brand means • Are your systems protecting your brand • Using heritage to maintain meaning • Staying in shape • Every positive experience counts • Bullies never win• A friend in need • Use every opportunity to brand • Be loyal to earn loyalty • Concern goes a long way • Using information to help determine brand relationships • A brand’s character determines its perspective • Making the bird’s eye view count • The dark side • Carry your size with care • Building brands, building meaning

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Marketing Management- Brands

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