18 brand astras using brand abilities as weapons for Crisp brand building
In competitive times, where marketing is nothing short of warfare, this book presents 18 brand abilities that a brand must have to be successful. Terming them as astras, meaning weapons, it explains how it is critical that marketers have an awareness and understanding of these abilities to promote their brand effectively.
134 S.
9780761996569, 9788178292397, 0761996567, 8178292394
1068979956
PART ONE: CONSIDERATION SETBrand Astra 1 ReliabilityBrand Astra 2 AvailabilityBrand Astra 3 AcceptabilityPART TWO: RELATIONSHIPBrand Astra 4 StabilityBrand Astra 5 CredibilityBrand Astra 6 ResponsibilityBrand Astra 7 ServiceabilityPART THREE: IDENTITYBrand Astra 8 DesirabilityBrand Astra 9 VisibilityBrand Astra 10 RespectabilityPART FOUR: SEARCHBrand Astra 11 AdaptabilityBrand Astra 12 ProfitabilityBrand Astra 13 AccountabilityBrand Astra 14 UnpredictabilityPART FIVE: PERCEIVED VALUEBrand Astra 15 AffordabilityBrand Astra 16 DurabilityBrand Astra 17 CapabilityBrand Astra 18 Usability