The science and art of branding /
Franzen, Giep,
The science and art of branding / Giep Franzen and Sandra Moriarty. - xii, 575 pages : illustrations ; 26 cm
Includes bibliographical references (pages 529-554) and index.
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.
0765617900 9780765617903 0765617919 9780765617910
2007047066
Branding (Marketing)
Brand name products
Consumer behavior.
Social values.
Branding (Marketing)--Management--Case studies
HF5415.1255 / .F73 2009
658.827
The science and art of branding / Giep Franzen and Sandra Moriarty. - xii, 575 pages : illustrations ; 26 cm
Includes bibliographical references (pages 529-554) and index.
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.
0765617900 9780765617903 0765617919 9780765617910
2007047066
Branding (Marketing)
Brand name products
Consumer behavior.
Social values.
Branding (Marketing)--Management--Case studies
HF5415.1255 / .F73 2009
658.827