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AuthorFranzen, Giep
TitleThe 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

CONTENT

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


Branding (Marketing) Brand Name Products Consumer Behavior Social Values Branding (Marketing) -- Management -- Case Studies

LOCATIONCALL#STATUS
Communication Arts Library658.827 F837S 2009CHECK SHELVES

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