Building a brand [electronic resource] / Jan Ward.
Material type: FilmSeries: Henry Stewart talksBusiness & management collection: Publisher: London : Henry Stewart Talks, 2015Description: 1 online resource (1 streaming video file (17 min.) : color, sound)Subject(s): Brand name products | Branding (Marketing) | Leadership | Organizational effectivenessOnline resources: Click here to access onlineAnimated audio-visual presentation with synchronized narration.
Title from title frames.
Contents: Branding vs. marketing -- Characterizing a company's vision (Corrotherm as an example) -- Choosing a company's name and strap lines -- The look and ethos of a company -- Leadership -- Brand protection.
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Mode of access: World Wide Web.