Basics of Branding

Smart branding is essential for success, yet it is often misunderstood. Developing a brand that is relevant, distinct, and emotionally compelling can be very difficult for many managers, mainly because they don't realize exactly what and how much goes into this branding process. This book will explain this process.

Autorentext

Jay Gronlund received his BA from Colby College and an MBA from Tuck. He has held positions at Richardson- Vicks, Church & Dwight, Seagrams, and Newsweek. In 1990, Gronlund started The Pathfinder Group, a boutique consulting firm specializing in helping companies expand into foreign markets, plus overseas companies seeking to enter the United States. In 1999, Gronlund created a course on "positioning and brand development" for NYU, which he continues to teach to students from the United States and abroad. He has authored several articles, white papers, and books.