Understanding brands - Peter Cheverton

Good brand management is the route to getting a brand to work harder, make its proper mark and achieve success. Any brand, new or old, must be managed, nurtured, exploited and, when necessary, changed.

Understanding Brands is for those who know that brand management is crucial but who don't know how to go about it. It will help them to understand what a brand is, what it can do for them, and how it supports the strategic goals of the business. It also helps managers to direct and co-ordinate the wide and daunting variety of tasks and experts involved in making brand strategy happen.

Featuring many fascinating real-life examples (both good and bad), Understanding Brands also includes a brand health checklist. Managers of all levels will benefit from its pragmatic advice on positioning, targeting and implementing a brand.

Peter Cheverton is a director of INSIGHT Marketing and People, now established as the leading international training and consultancy firm in Key and Global Account Management implementation. He is also the author of Global Account Management, Key Account Management, Key Marketing Skills, Key Account Management in Financial Services and Understanding Brands, all published by Kogan Page.

For more information, visit Peter Cheverton's website at www.insightmp.com