by Christopher R. Smith · Crecento · tapa blanda · ISBN 9788499033396
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«Identidad diferencial» is Christopher R. Smith's essay on brands, published by Crecento in paperback (192 pages, in Spanish).
The author proposes an integrative approach to brand management, understood as a system in which company, identity, image and brand feed back into each other. Throughout the book he analyzes their function, purpose and evolution, and sets out the keys to building a differential identity capable of leading, innovating and generating value.
The work belongs to the TopTen Business Experts collection and includes a prologue by Luis Marcano.
Aimed at executives and managers in any area, especially those in leadership positions who wish to delve deeper into brand strategy.
Cyrus Rowlett Smith was the CEO of American Airlines from 1934 to 1968 and from 1973 to 1974. He was also the wartime deputy commander of the Air Transport Command during World War II, and the United States Secretary of Commerce for a brief period under President Lyndon B. Johnson. He is regarded as one of the titans of U.S. airline history.
