The science and art of branding / Giep Franzen and Sandra Moriarty.
Material type: TextPublisher: Armonk, N.Y. : M.E. Sharpe, [2009]Copyright date: ©2009Description: xii, 575 pages : illustrations ; 26 cmContent type:- text
- unmediated
- volume
- 0765617900
- 9780765617903
- 0765617919
- 9780765617910
- 658.827 22
- HF5415.1255 .F73 2009
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Book | City Campus City Campus Main Collection | 658.827 FRA (Browse shelf(Opens below)) | 1 | Available | A276461B |
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.
Machine converted from AACR2 source record.
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