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01726nam a2200289 a 4500 |
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20171111230018.0 |
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071113s2009 nyua b 001 0 eng |
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|a 9780765617903 (cloth)
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|a 0765617900 (cloth)
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|a 9780765617910 (pbk.)
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|a DLC
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|a HF5415.1255
|b .F73 2009
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| 082 |
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|2 22
|a 658.8/27
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| 100 |
1 |
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|a Franzen, Giep
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| 245 |
1 |
4 |
|a The science and art of branding /
|c Giep Franzen and Sandra Moriarty.
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| 260 |
1 |
4 |
|a Armonk, N.Y. :
|b M.E. Sharpe,
|c c2009.
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| 300 |
1 |
4 |
|a xii, 575 p. :
|b ill. ;
|c 26 cm.
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| 504 |
1 |
4 |
|a Includes bibliographical references (p. 529-554) and index.
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| 505 |
1 |
4 |
|a 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.
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| 650 |
1 |
4 |
|a Branding (Marketing)
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| 650 |
1 |
4 |
|a Brand name products
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| 650 |
1 |
4 |
|a Consumer behavior
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| 650 |
1 |
4 |
|a Social values
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| 650 |
1 |
4 |
|a Branding (Marketing)
|x Management
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| 700 |
1 |
4 |
|a Moriarty, Sandra E.
|q (Sandra Ernst)
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| 952 |
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|a GrThPMO
|b 59b016616c5ad17d7e5adb23
|c 952a
|d 9528
|e HF5415.1255.F73 2009
|t 7
|x m
|z Books
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