An edition of The science and art of branding
(2009)
The science and art of branding
by Giep Franzen
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Previews available in: English
Subjects
Marketing, Brand name products, Consumer behavior, Social values, Branding (Marketing), Case studies, Management, Social Values, Stratégie de marque, Produits de marque, Consommateurs, Comportement, Valeurs sociales, Études de cas, Gestion, Branding, Merken, Markenartikel, Markenpolitik, VerbraucherverhaltenShowing 1 featured edition. View all 1 editions?
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Book Details
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.
Edition Notes
Includes bibliographical references (p. 529-554) and index.
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| January 2, 2023 | Edited by MARC Bot | import existing book |
| December 15, 2022 | Edited by MARC Bot | import existing book |
| July 14, 2021 | Edited by ImportBot | import existing book |
| December 17, 2020 | Edited by MARC Bot | import existing book |
| December 10, 2009 | Created by WorkBot | add works page |