TY  - BOOK
AU  - Clark,Kevin A.
TI  - Brandscendence: three essential elements of enduring brands 
SN  - 0793183030
AV  - HD69.B7 C53 2004
U1  - 658.827 22
PY  - 2004///]
CY  - Chicago, IL
PB  - Dearborn Trade Pub.
KW  - Brand name products
KW  - Management
KW  - Valuation
N1  - Includes index; 1; Three key elements for the journey to Brandscendence --; 2; Stage of Brandscendence --; 3; I can feel it : relevance and enduring brand values --; 4; Forever young : leveraging context --; 5; We trust each other : mutual benefit over time --; 6; In crisis, culture is destiny --; 7; Sensing relevance : the power of perception --; 8; Stating relevance : what's in a name? --; 9; Creating context and integrating experience --; 10; Brand holons --; 11; Take me away : travel and transportation --; 12; Fine wine to fast foods --; 13; Entertainment and endurance --; 14; Becoming the category --; 15; Business-to-business brands --; 16; Brandnext --; 17; Brandscendence in the noncommercial world --; 18; Brand you --; App. A; The IBM think strategy : melding business strategy and branding --; App. B; Seeing relevance : listening and leading in user-centered design --; App. C; Putting the brand and branding in context : customer equity marketing metrics --; App. D; The communications model for memes
N2  - "In Brandscendence: Three Essential Elements of Enduring Brands, Clark outlines his formula for branding success and illustrates how it is applied by the world's most prominent brands. You will learn the three elements of Brandscendence, which Clark says are essential for brand endurance: relevance; context; and mutual benefit."--BOOK JACKET
ER  -