The fundamentals of branding / Melissa Davis.
Material type: TextSeries: AVA academiaPublisher: Lausanne : AVA Academia, [2009]Distributor: La Vergne, TN : Distributed in the USA & Canada by Ingram Publisher Services Copyright date: ©2009Description: 183 pages : illustrations (chiefly colour) ; 23 cmContent type:- text
- unmediated
- volume
- 2940373981
- 9782940373987
- 658.827 22
- HF5415.1255 .D38 2009
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Book | City Campus City Campus Main Collection | 658.827 DAV (Browse shelf(Opens below)) | 1 | Issued | 01/10/2024 | A553911B |
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658.827 DAV Brand asset management : driving profitable growth through your brands / | 658.827 DAV Brand asset management : driving profitable growth through your brands / | 658.827 DAV Competitive success : how branding adds value / | 658.827 DAV The fundamentals of branding / | 658.827 DUR Brandraising : how nonprofits raise visibility and money through smart communications / | 658.827 DUT Brand management : principles and practices / | 658.827 DUT ACCOMPANYING PART ( DISC ) Brand management : principles and practices / |
Includes bibliographical references.
1. What is a brand? -- Defining branding -- Brand history -- The marketing matrix -- The basic brand development process -- Teamwork and talent -- The agency playing field -- The client/agency relationship -- 2. Deconstructing brands -- Brand structures -- Brand families -- The brand development methodology -- Brand positioning -- Brand values -- Developing the 'creative' -- Communicating the brand -- Maintaining the brand -- 3. The changing brand audience -- Understanding the brand audience -- Audience attitudes and social shifts -- Developing brands for audience 'types' -- Brands, ethics and responsibility -- The digital audience -- Employee audiences -- 4. Branding techniques -- Techniques to diversify the brand -- Forms of collaboration -- Affinity marketing -- Charity-based partnerships -- The future of partnerships -- 5. Assessing the brand impact -- Why measure the brand? -- Brand equity -- How to measure the brand impact -- Brand measurement models -- Measurement in the business and marketing process -- 6. Brand futures -- Understanding brand trends -- The evolution of brands -- Key future trends -- Industry perspectives: digital -- Industry perspectives: brand strategy -- Industry perspectives: innovation -- Moving the brand forward -- Conclusion.
Machine converted from AACR2 source record.
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