Presents an overview of the thinking about the development of brand strategy. This title approaches successful brand strategy from both the producer and consumer perspectives. It makes distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions.
Presents an overview of the thinking about the development of brand strategy. This title approaches successful brand strategy from both the producer and consumer perspectives. It makes distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions.
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
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
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