TY  - BOOK
AU  - Davis,Melissa
TI  - The fundamentals of branding
T2  - AVA academia series
SN  - 2940373981
AV  - HF5415.1255 .D38 2009
U1  - 658.827 22
PY  - 2009///]
CY  - Lausanne
PB  - AVA Academia
KW  - Branding (Marketing)
N1  - 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
ER  -