The Brand Gap : Revised Edition, Paperback Book


THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a "charismatic brand"� a brand that customers feel is essential to their lives.

In an entertaining two-hour read you'll learn:� the new definition of brand� the five essential disciplines of brand-building� how branding is changing the dynamics of competition� the three most powerful questions to ask about any brand� why collaboration is the key to brand-building� how design determines a customer's experience� how to test brand concepts quickly and cheaply� the importance of managing brands from the inside� 220-word brand glossary


  • Format: Paperback
  • Pages: 208 pages
  • Publisher: Pearson Education (US)
  • Publication Date:
  • Category: Sales & marketing
  • ISBN: 9780321348104



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