APQC's Passport to Success Series/Branding

As technology becomes more transferable, the tangible advantages of one product or service over another become less perceptible to the increasingly cost-driven consumer. To make the difference in the intense competition for market share, many organizations now strive to harness the powerful effects of brands and branding. Based on years of research of leading-edge organizations, this book will ultimately help brand managers and marketing staff increase customer loyalty and repurchase rates, command a premium price for products and services, and leverage the brand into new arenas.

APQC's Passport to Success series consists of easy-to-use, low-priced resource guides that help readers understand and implement programs and processes in a variety of functional areas. These books are intended to guide readers on what can be a difficult journey through somewhat foreign territory.