As products become increasingly similar, companies are turning to branding as a way to create a preference for their offerings. Now it is time for more industrial companies to start using branding in a sophisticated way. But industrial companies must understand that branding goes far beyond building names for a set of offerings.

376 pages, biography

Media	Books Hardcover Book (Book with hard spine and cover)
Released	August 17, 2006
ISBN13	9783540253600
Publishers	Springer-Verlag Berlin and Heidelberg Gm
Pages	357
Dimensions	240 × 164 × 31 mm · 728 g
Language	French

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