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In this book I distill the experience we have gained about "brand management" and I define the new conceptual model and methodological approach that characterizes my approach to the subject.

Click here to understand how the TOTAL BRAND EXPERIENCE can help you to solve the problems of your company.

The book aims at improving the practice of brand management, by providing entrepreneurs and managers with practical tools to:

  1. Go on with the definition and review of the brand identity and its attributes, so to ensure a punctual alignment to the evolution of the competition scenario;
  2. Guarantee that the communication initiatives are fully consistent with the company values and to clearly identify the origins of possible distortions;
  3. Adopt innovative communication procedures, based on experience;
  4. Identify all relevant target publics and to actually plan ad-hoc communication initiatives;
  5. Fully research and exploit the existing synergies among the single communication initiatives;
  6. “Prepare” customers to the launch of new products and services;
  7. Protect the brand value thanks to the preventative measurement of the enrichment or impoverishment effect that the single company initiatives have on this value;
  8. Promote a more transparent planning and summarizing of the different brand management initiatives.


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