Author | Franzen, Giep |
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Title | The science and art of branding / Giep Franzen and Sandra Moriarty |
Imprint | Armonk, New York : M.E.Sharpe, 2009 |
Edition | 1st ed |
Descript | xii, 575 p. ; 25 cm |
The nature of brands : The brand as a system -- Branding in context -- Brand strategy development : the company perspective : Brand strategy development -- The nature of brands and brand functions -- Brand core concept -- Brand identity -- Strategic brand segmentation -- Brand strategy meets brand perception : Brand differentiation and positioning -- Brands and consumer needs and values -- Brand personality -- Brand meaning and brand physique -- Brand relationships and reputation -- Brand equity : expansion and integration : Brand strength and brand saliency -- Brand span and brand extension -- Brand portfolio and brand architecture -- Consumer brand equity -- Market brand equity -- Brand valuation -- Gesamtkunstwerk : the art of brand integration
LOCATION | CALL# | STATUS |
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Communication Arts Library | 658.827 F837S 2009 | CHECK SHELVES |
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