Giep Franzen, Sandra E. Moriarty

The Science and Art of Branding

• Broschiertes Buch

Produktbeschreibung

This innovative work provides a state-of-the-art overview of current thinking about the development of

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Offers an overview of thinking about the development of brand strategy. This book approaches successful brand strategy from both the producer and consumer perspectives. It makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions, and explains how to fit them to build successful brands.

Produktdetails

• Verlag: Taylor & Francis Ltd
• Seitenzahl: 588
• Erscheinungstermin: 1. Oktober 2008
• Englisch
• Abmessung: 254mm x 179mm x 32mm
• Gewicht: 1038g
• ISBN-13: 9780765617910
• ISBN-10: 0765617919
• Artikelnr.: 25691722

Autorenporträt

Giep Franzen, Sandra E. Moriarty

Inhaltsangabe

I: The Nature of Brands
1: The Brand as a System
2: Branding in Context
II: Brand Strategy Development
3: Brand Strategy Development
4: The Nature of Brands and Brand Functions
5: Brand Core Concept
6: Brand Identity
7: Strategic Brand Segmentation
III: Brand Strategy Meets Brand Perception
8: Brand Differentiation and Positioning
9: Brands and Consumer Needs and Values
10: Brand Personality
11: Brand Meaning and Brand Physique
12: Brand Relationships and Reputation
IV: Brand Equity
13: Brand Strength and Brand Saliency
14: Brand Span and Brand Extension
15: Brand Portfolio and Brand Architecture
16: Consumer Brand Equity
17: Market Brand Equity
18: Brand Valuation
19: Gesamtkunstwerk the art of Brand Integration