Screen LibraryThe science and art of branding
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| Main Authors: | |
|---|---|
| Group Author: | ; |
| Published: |
M.E. Sharpe,
|
| Publisher Address: | Armonk, N.Y. |
| Publication Dates: | c2009. |
| Literature type: | Book |
| Language: | English |
| Subjects: | |
| Carrier Form: | xii, 575 p.: ill. ; 26 cm. |
| ISBN: |
9780765617903 (cloth : alk. paper) 0765617900 (cloth : alk. paper) 9780765617910 (pbk. : alk. paper) 0765617919 (pbk. : alk. paper) |
| Index Number: | F760 |
| CLC: |
F760.5 F713.55 |
| Call Number: | F760.5/F837 |
| Contents: |
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. |