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The science and art of branding

Author: Giep Franzen; Sandra E Moriarty
Publisher: Armonk, N.Y. : M.E. Sharpe, ©2009.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

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  Read more...

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Genre/Form: Case studies
Additional Physical Format: Online version:
Franzen, Giep.
Science and art of branding.
Armonk, N.Y. : M.E. Sharpe, ©2009
(OCoLC)753429344
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Giep Franzen; Sandra E Moriarty
ISBN: 9780765617903 0765617900 9780765617910 0765617919
OCLC Number: 181517269
Description: xii, 575 pages : illustrations ; 26 cm
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.
Responsibility: Giep Franzen and Sandra Moriarty.
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