Jenni Romaniuk (Research Professor, Research Professor, auUniversit

Building Distinctive Brand Assets

• Gebundenes Buch

Produktbeschreibung

Building Distinctive Brand Assets provides readers with long-term strategies to build and protect Distinctive Assets.

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Produktdetails

• Verlag: Oxford University Press Australia
• Seitenzahl: 186
• Erscheinungstermin: 16. Mai 2018
• Englisch
• Abmessung: 236mm x 159mm x 20mm
• Gewicht: 448g
• ISBN-13: 9780190311506
• ISBN-10: 0190311509
• Artikelnr.: 51965690

Autorenporträt

Jenni Romaniuk is a Research Professor and Associate Director (International) of the Ehrenberg-Bass Institute at the University of South Australia Business School.

Inhaltsangabe

Table of Contents
List of Figures
List of Tables
Contributors
Acknowledgments
1. Introduction
2. The formation of a brand identity
3. The role of distinctive assets
4. How distinctive assets help build mental availability
5. How distinctive assets help build physical availability
6. Using distinctive assets to signal meaning
7. The corporate, parent, sub-brand hierarchy
8. Measuring asset strength
9. Metrics: Fame
10. Metrics: Uniqueness
11. Metrics: The Grid
12. Types of distinctive assets
13. Colour as an asset
14. The Power of Sound
15. Taglines and other words
16. The celebrity dilemma
17. Keeping relevant (in a changing world)
Bibliography