The definitive book of branding /

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With the growing body of knowledge on branding, there are now more facets of branding that brand custodians need to know than ever before. A unique compilation of branding experts, The Definitive Book of Branding addresses the needs of branding professionals across the world. The book walks the read...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Kompella, Kartikeya (Editor )
Formato: Electrónico eBook
Idioma:Inglés
Publicado: New Delhi, India : Sage Response, 2014.
Temas:
Branding (Marketing)
Globalization > Economic aspects.
Stratégie de marque.
Mondialisation.
branding.
globalism.
Globalization > Economic aspects
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Cover; Contents; Foreword; Preface; Section 1: Building Blocks; 1
  • The Essence of Positioning; 2
  • Creating Meaningful Brands: How Brands Evolve from Labels on Products to Icons of Meaning; Section 2: From Niche to Mainstream; 3
  • The Power of Words and Stories; 4
  • All Together Now: The New and Vital Strategy of "Community"; 5
  • What It Really Means to Be a Challenger in Today's World; 6
  • Building Brand Authenticity; 7
  • The Most Important Brand Question: How Does It Make Them Feel?; 8
  • Brands and Innovation; 9
  • Branding with a Cause; Section 3: Branding beyond Marketing.
  • 10
  • Living the Brand11
  • Employer Brand Management; 12
  • Global Branding: Strategy, Creativity, and Leadership; 13
  • Brand Valuation: Identifying and Measuringthe Economic Value Creation of Brands; Section 4: Together We Stand; 14
  • Co-branding; 15
  • The Guide to Co-creation; Section 5: Building Brands on Belief; 16
  • What Chatterjee Said: Designing Brands from the Inside Out; 17
  • Passion Brands: The Extraordinary Power of Brand Belief; 18
  • Lovemarks in the Age of Now; About the Editor and Contributors; Index.

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