Lee Yan Fong Library

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Kaputa, Catherine, 1948-

Breakthrough branding : how smart entrepreneurs and intrapreneurs transform a small idea into a big brand / Catherine Kaputa. - Boston : Nicholas Brealey Pub., 2012. - xxii, 272 p. ; 23 cm.

Includes bibliographical references and index.

Foreword -- Introduction -- What's the brand idea? -- The alchemy of the brand entrepreneur -- Power positioning -- The making of a brand's verbal identity -- Creating your brand's look and feel -- Pimp my brand! -- Brand big! : boldly marketing the brand -- Company culture : one team with one dream -- What's your pitch? -- Take the "work" out of networking -- From small business to big brand -- About the author -- Acknowledgements -- Notes -- Index.

ISBN: 9781857885811 (pbk.) 1857885813 (pbk.)

LCCN: 2011044338

Subjects--Topical Terms:
Branding (Marketing)
Success in business.

LC Class. No.: HF5415.1255 / K37 2012

Dewey Class. No.: 658.8/27