Offers a universal model (q4-D brandingq) which can be used to create new brands or revitalize existing ones. It identifies four fundamental brand characteristics: functional, social, mental and spiritual. The book should inspire all entrepreneurs, particularly those involved in dot.com start-ups.It was rated seventh in customer satisfaction - the top six were all luxury cars - Lexus, Infiniti, Acura, Mercedes-Benz, Cadillac, and Jaguar. Customers even gave Saturn high marks on the service they received when their cars were recalled.
|Publisher||:||Pearson Education - 2001-01|