Managing brand equity: capitalizing on the value of a brand name

The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David…

The new strategic brand management: advanced insights and strategic thinking

Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy but also has become synonymous with the topic itself. The…

Positioning: the battle for your mind

A handsome edition of the original 1981 text, this 20th Anniversary Edition makes available to business and marketing professionals--including tens of thousands of Ries and Trout groupies, worldwide--the work that forever changed the way marketing strategy is done. This new edition features commentary from the authors that offers fresh insight into why "positioning" a product in a prospective c…

Designing brand identity: a comprehensive guide to the world of brands and br…

From research to brand strategy to design execution, launch and governance, Designing Brand identity is a compendium of tools for branding success and best practices for inspiration. The best-selling book demystifies branding, explains branding fundamentals, and gives practitioners a roadmap to create sustainable and successful brands. This revised and updated 6th edition will preserve the basi…

Personal branding for dummies

The fun way to create and maintain personal branding Distinguishing yourself from the competition is important in any facet of business. Creating a clear and concise image, reputation, and status in the professional world provides an edge, whether searching for a first job, exploring a change in career, or looking to be more viable and successful in your current career. Personal Branding For Du…

The brand gap: how to bridge the distance between business strategy and desig…

Using the visual language of the boardroom, Marty Neumeier presents the first unified theory of branding - a set of five disciplines to help companies bridge the gap between brand strategy and brand execution. Those with a grasp of branding will be inspired by what they find here, and those who would like to understand it better will suddenly "get it."

CWSP: certified wireless security professional study guide CWSP-205

Edition

Second edition.

ISBN/ISSN

9781119211082

Collation

xlvii, 645 pages ; 24 cm

Series Title

-

Call Number

005.8 COL c

Bluetooth Security Attacks: Comparative Analysis, Attacks, and Countermeasures

Bluetooth technology has enjoyed tremendous success, and it's now employed in billions of devices for short-range wireless data and real-time audio or video transfer. In this book the authors provide an overview of Bluetooth security. They examine network vulnerabilities and provide a literature-review comparative analysis of recent security attacks. They analyze and explain related countermeas…

Advanced RFID systems, security, and applications

Features a comprehensive collection of research provided by leading experts in both academia and industries. This leading reference source provides state-of-the- art development on RFID and its contents will be of the upmost use to students and researchers at all levels as well as technologists, planners, and policy makers. RFID technology is progressing into a new phase of development.

Mastering Kali Linux wireless pentesting : test your wireless network's secur…

Kali Linux is a Debian-based Linux distribution designed for digital forensics and penetration testing. It gives access to a large collection of security-related tools for professional security testing - some of the major ones being Nmap, Aircrack-ng, Wireshark, and Metasploit. This book will take you on a journey where you will learn to master advanced tools and techniques to conduct wireless …