The definitive book of branding
By: edited by Kartikeya Kompella
Publisher: SAGE Publications India Pvt Ltd
Published: 2014
Language: eng
Number of pages: 408
ISBN-13: 9788132117735
Subjects: Branding (Marketing); Globalization; Economic aspects
Description: pages cm
Notes: Includes bibliographical references and index.
Table of contents: title: Foreword / -- Keith Weed -- Preface. -- Section 1: Building blocks. 1.; title: The essence of positioning  -- Al Ries -- 2.; title: Creating meaningful brands : how brands evolve from labels on products to icons of meaning  -- Mark Batey. -- Section 2: From niche to mainstream. 3.; title: The power of words and stories  -- John Simmons -- 4.; title: All together now : the new and vital strategy of "community"  -- Douglas Atkin -- 5.; title: What it really means to be a challenger in today's world  -- Adam Morgan -- 6.; title: Building brand authenticity  -- Michael B. Beverland -- 7.; title: The most important brand question : how does it make them feel?  -- Daryl Travis -- 8.; title: Brands and innovation  -- Jean-Noël Kapferer -- 9.; title: Branding with a cause  -- Kartikeya Kompella. -- Section 3: Branding beyond marketing. 10.; title: Living the brand  -- Nicholas Ind -- 11.; title: Employer brand management  -- Richard Mosley -- 12.; title: Global branding : strategy, creativity, and leadership  -- Sicco van Gelder -- 13.; title: Brand valuation : identifying and measuring the economic value creation of brands  -- Jan Lindemann. -- Section 4: Together we stand. 14.; title: Co-branding  -- Tom Blackett -- 15.; title: The guide to co-creation  -- Clare Fuller and Arunima Kapoor. -- Section 5: Building brands on belief. 16.; title: What Chatterjee said : designing brands from the inside out  -- Patrick Hanlon -- 17.; title: Passion brands: the extraordinary power of brand belief  -- Helen Edwards and Derek Day -- 18.; title: Lovemarks in the age of now -- Kevin Roberts.