The science and art of branding
By: Giep Franzen and Sandra Moriarty.
Contributors: Moriarty, Sandra E.
Publisher: M.E. Sharpe
Published: 2009
Place of publication: Armonk, N.Y
Language: eng
Number of pages: 575
ISBN-13: 9780765617903
Subjects: Branding (Marketing); Brand name products; Consumer behavior; Social values; Branding (Marketing) -- Management -- Case studies
Genres: Case studies
Notes: Includes bibliographical references (p. 529-554) and index.
Table of contents: title: The nature of brands; title: The brand as a system; title: Branding in context; title: Brand strategy development: the company perspective; title: Brand strategy development; title: The nature of brands and brand functions; title: Brand core concept; title: Brand identity; title: Strategic brand segmentation; title: Brand strategy meets brand perception; title: Brand differentiation and positioning; title: Brands and consumer needs and values; title: Brand personality; title: Brand meaning and brand physique; title: Brand relationships and reputation; title: Brand equity: expansion and integration; title: Brand strength and brand saliency; title: Brand span and brand extension; title: Brand portfolio and brand architecture; title: Consumer brand equity; title: Market brand equity; title: Brand valuation; title: Gesamtkunstwerk: the art of brand integration.