Screen LibraryBrand rewired：connecting intellectual property, branding, and creativity strategy
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| Main Authors: | |
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| Group Author: | |
| Published: |
Wiley,
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| Publisher Address: | Hoboken, N.J. |
| Publication Dates: | c2010. |
| Literature type: | Book |
| Language: | English |
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| Carrier Form: | xvi, 224 p.: ill. ; 24 cm. |
| ISBN: |
9780470575420 (cloth/website) 0470575425 (cloth/website) |
| Index Number: | F273 |
| CLC: | F273.2 |
| Call Number: | F273.2/C488 |
| Contents: |
Includes bibliographical references and index. ""Brand Rewired celebrates collaboration and the power of brands. It's a must-read for all brand managers and business leaders."---Diane Nelson, President, DC Entertainment, Warner Bros. Entertainment" ""Brand Rewired is a must-read for everyone who wants to create sustainable brand value. Anne and Jennifer provide an insightful view on how a stronger brand can be built and more long-term value can be created by designing in a holistic intellectual property strategy from the start." ---Chris Thoen, Managing Director, Global Open Innovation Office, Procter& Gamble" ""This book spells out for all brand owners the clear economic advantages to placing intellectual property at the heart of the branding process." ... |