The science and art of branding /
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| Other Authors: | |
| Format: | Book |
| Language: | English |
| Published: |
Armonk, N.Y. :
M.E. Sharpe,
c2009.
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| Subjects: |
Table of Contents:
- 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.