The science and art of branding

The science and art of branding

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Bibliographische Detailangaben
1. Verfasser: Franzen, Giep (VerfasserIn)
Weitere Verfasser: Moriarty, Sandra E. (VerfasserIn)
Format: UnknownFormat
Sprache:eng
Veröffentlicht: Armonk, NY u.a. Sharpe c 2009
Schlagworte:
Markenführung > Markenimage > Marketingmanagement > Branding (Marketing) > Brand name products > Consumer behavior > Social values > Management > Markenpolitik > Markenartikel > Verbraucherverhalten
Online Zugang:Inhaltsverzeichnis
http://www.loc.gov/catdir/toc/ecip085/2007047066.html
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Beschreibung
Beschreibung:Includes bibliographical references (p. 529-554) and index. - 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
Beschreibung:XII, 575 S.
graph. Darst.
26 cm
ISBN:9780765617903
978-0-7656-1790-3
0765617910