000			02970cam a2200445 i 4500
003			OCoLC
005			20221102230045.0
008			090811s2009 sz a b 000 0 eng d
011			_aMARC Score : 10900(20950) : OK
011			_aDirect Search Result
011			_aField 082 : DDC : 658.827 coded for previous edition - 22
020			_a2940373981 _qpbk.
020			_a9782940373987 _qpbk.
035			_a(ATU)b2508883x
035			_a(OCoLC)318413817
040			_aUKM _beng _erda _cUKM _dBTCTA _dBWX _dC#P _dYBM _dBDX _dMEAUC _dOCLCF _dOCLCO _dOCLCQ _dERL _dIYU _dCNGUL _dATU
050		4	_aHF5415.1255 _b.D38 2009
082	0	4	_a658.827 _222
099			_a658.827 DAV
100	1		_aDavis, Melissa _c(Writer on branding), _eauthor. _9902245
245	1	4	_aThe fundamentals of branding / _cMelissa Davis.
264		1	_aLausanne : _bAVA Academia, _c[2009]
264		2	_aLa Vergne, TN : _bDistributed in the USA & Canada by Ingram Publisher Services
264		4	_c©2009
300			_a183 pages : _billustrations (chiefly colour) ; _c23 cm.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
490	1		_aAVA academia series
504			_aIncludes bibliographical references.
505	0		_a1. 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.
588			_aMachine converted from AACR2 source record.
650		0	_aBranding (Marketing) _9332183
776	1	8	_w(OCoLC)843198539 _w(OCoLC)965969260 _w(OCoLC)999551981
830		0	_aAVA academia. _91056409
907			_a.b2508883x _b19-11-20 _c13-04-18
942			_cB
945			_a658.827 DAV _g1 _iA553911B _j0 _lcmain _o- _p$55.09 _q- _r- _s- _t0 _u1 _v2 _w0 _x1 _y.i13603115 _z17-05-18
998			_ab _ac _b18-04-18 _cm _da _feng _gsz _h4
999			_c1457441 _d1457441