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Title The science and art of branding / Giep Franzen and Sandra Moriarty.
Imprint Oxfordshire [England] ; New York : Routledge, 2015.


 Internet  Electronic Book    AVAILABLE
Description 1 online resource (588 pages) : illustrations
Bibliog. Includes bibliographical references and index.
Note Available only to authorized UTEP users.
Print version record.
Subject Branding (Marketing)
Brand name products.
Consumer behavior.
Social values.
Branding (Marketing) -- Management -- Case studies.
Genre Case studies.
Contents pt. 1. The nature of brands -- pt. 2. Brand strategy development: the company perspective -- pt. 3. Brand strategy meets brand perception -- pt. 4. Brand equity : expansion and integration.
Summary This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. ""The Science and Art of Branding"" makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions - and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled t.
Other Author Moriarty, Sandra E. (Sandra Ernst), author.
Other Title Print version: Franzen, Giep. Science and art of branding. Oxfordshire, [England] ; New York : Routledge, 2015, ©2009 xii, 575 pages 9780765617903