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Brand Admiration : Building a Business People Love (Hardcover) (C. Whan Park & Deborah J. Macinnis &
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Brand Admiration provides an integrated perspective on how to make strategic and tactical branding decisions. The myriad real-world examples, using the world’s most admired brands, reinforce and make tangible the book’s concepts and integrative perspective. Brand Admiration will help readers understand how strategic and tactical elements of branding work together and over time. It is the only book that provides a coherent and integrated perspective on branding decisions over time. It discusses pertinent issues relevant to the introduction of a new brand to the marketplace, its enhancement in the face of competitive pressures and marketplace dynamics, and how it can be leveraged through brand extensions; brand alliances; partnerships, etc.