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The essential brand book : over 100 techniques to increase brand value / Iain Ellwood.

By: Material type: TextTextPublisher: London : Kogan Page, 2002Edition: Second editionDescription: xi, 321 pages : illustrations ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0749438630
  • 9780749438630
Subject(s): DDC classification:
  • 658.827 21
LOC classification:
  • HD69.B7 E45 2002
  • HF5415.15 .E55 2002
Online resources:
Contents:
The author -- Acknowledgements -- Introduction -- Brand communication -- 1. Contemporary branding: Branding, marketing and the business environment -- 2. Brand configuration: Structuring the brand and the organization -- 3. Service, retail and trade branding: Effective strategies for different sectors -- 4. Brand media: Established communication channels and techniques -- 5. New media brandsites: Strategies for the digital economy -- Brand definition -- 6. Brand positioning: Creating a strong core DNA for a brand -- 7. Cognitive brand dimensions: Defining the rational benefits of a brand -- 8. Emotional brand dimensions: Defining the emotional benefits of a brand -- Brand equity -- 9. Legal protection: Protecting the brand and its expression -- 10. Financial assets: Valuing the brand as a business asset -- Brand strategy -- 11. Brand planning: Strategies for brand revitalization, brand extension and new brand creation -- 12. Researching consumer behaviour: Evaluating the research process and methodologies -- 13. Corporate brand management: The CEO as brand manager and how to inspire every employee to take responsibility for the brand -- 14. The future: New rules for the new economy -- Glossary -- Bibliography -- Index.
Summary: ""Essential!" -- Marketing magazine "A must for marketing and business professionals alike." --Sales Director This fully updated paperback edition of "The Essential Brand Book" is a companion resource for anyone involved in brand issues and contains over 100 business models and techniques for building brand value. The book is divided into four key areas: brand communication, brand definition, brand equity, and brand strategy, and describes techniques with appropriate case studies."--Publisher description.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 658.827 ELL (Browse shelf(Opens below)) 1 Available A286542B

Includes bibliographical references (pages 310-316) and index.

The author -- Acknowledgements -- Introduction -- Brand communication -- 1. Contemporary branding: Branding, marketing and the business environment -- 2. Brand configuration: Structuring the brand and the organization -- 3. Service, retail and trade branding: Effective strategies for different sectors -- 4. Brand media: Established communication channels and techniques -- 5. New media brandsites: Strategies for the digital economy -- Brand definition -- 6. Brand positioning: Creating a strong core DNA for a brand -- 7. Cognitive brand dimensions: Defining the rational benefits of a brand -- 8. Emotional brand dimensions: Defining the emotional benefits of a brand -- Brand equity -- 9. Legal protection: Protecting the brand and its expression -- 10. Financial assets: Valuing the brand as a business asset -- Brand strategy -- 11. Brand planning: Strategies for brand revitalization, brand extension and new brand creation -- 12. Researching consumer behaviour: Evaluating the research process and methodologies -- 13. Corporate brand management: The CEO as brand manager and how to inspire every employee to take responsibility for the brand -- 14. The future: New rules for the new economy -- Glossary -- Bibliography -- Index.

""Essential!" -- Marketing magazine "A must for marketing and business professionals alike." --Sales Director This fully updated paperback edition of "The Essential Brand Book" is a companion resource for anyone involved in brand issues and contains over 100 business models and techniques for building brand value. The book is divided into four key areas: brand communication, brand definition, brand equity, and brand strategy, and describes techniques with appropriate case studies."--Publisher description.

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