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Title The science and art of branding / Giep Franzen and Sandra Moriarty.
Imprint Armonk, N.Y. : M.E. Sharpe, c2009.


 Main Stacks  HF5415.1255 .F73 2009    AVAILABLE
Description xii, 575 p. : ill. ; 26 cm.
Bibliog. Includes bibliographical references (p. 529-554) and index.
Subject Branding (Marketing)
Brand name products.
Consumer behavior.
Social values.
Branding (Marketing) -- Management -- Case studies.
Contents 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.
Other Author Moriarty, Sandra E. (Sandra Ernst)