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
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Branding (Marketing) Brand name products Consumer behavior. Social values. Branding (Marketing)--Management--Case studies