Branding 101: How to Build the Most Valuable Asset of Any Business
Abstract
Whether a business is large or small, its brand is probably its most important and valuable asset. How a brand is managed has tremendous impact on an organization's ability to attract and hold customers, achieve high revenue and profits, and ensure future success. The most powerful brands are worth billions of dollars, but to build a powerful brand at any level requires time, effort, discipline, and understanding the way brands work. In Branding 101, Columbia University marketing professor Don Sexton explains all that any manager needs to know to build and maintain powerful brands that appeal to customers and increase the value of any business, large or small.
Each author name for a Columbia Business School faculty member is linked to a faculty research page, which lists additional publications by that faculty member.
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