MARC Record from Library of Congress

LEADER: 01878cam a2200325 a 4500
001 2007047066
003 DLC
005 20090829093543.0
008 071113s2009 nyua b 001 0 eng
010 $a 2007047066
020 $a9780765617903 (cloth)
020 $a0765617900 (cloth)
035 $a(OCoLC)181517269
035 $a(OCoLC)ocn181517269
040 $aDLC$cDLC$dYDXCP$dBTCTA$dBAKER$dOCLCG$dC#P$dBWX$dCDX$dDLC
050 00 $aHF5415.1255$b.F73 2009
082 00 $a658.8/27$222
100 1 $aFranzen, Giep.
245 14 $aThe science and art of branding /$cGiep Franzen and Sandra Moriarty.
260 $aArmonk, N.Y. :$bM.E. Sharpe,$cc2009.
300 $axii, 575 p. :$bill. ;$c26 cm.
504 $aIncludes bibliographical references (p. 529-554) and index.
505 0 $aThe 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.
650 0 $aBranding (Marketing)
650 0 $aBrand name products.
650 0 $aConsumer behavior.
650 0 $aSocial values.
650 0 $aBranding (Marketing)$xManagement$vCase studies.
700 1 $aMoriarty, Sandra E.$q(Sandra Ernst)
856 41 $3Table of contents only$uhttp://www.loc.gov/catdir/toc/ecip085/2007047066.html