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The Science and Art of Branding
ISBN-13:
9781317454670
Veröffentl:
2015
Seiten:
558
Autor:
Giep Franzen
eBook Typ:
PDF
eBook Format:
EPUB
Kopierschutz:
2 - DRM Adobe
Sprache:
Englisch
Beschreibung:
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
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