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The Resource The science and art of branding, Giep Franzen and Sandra Moriarty

The science and art of branding, Giep Franzen and Sandra Moriarty

Label
The science and art of branding
Title
The science and art of branding
Statement of responsibility
Giep Franzen and Sandra Moriarty
Creator
Contributor
Subject
Genre
Language
eng
Cataloging source
DLC
http://library.link/vocab/creatorName
Franzen, Giep
Dewey number
658.8/27
Illustrations
illustrations
Index
index present
LC call number
HF5415.1255
LC item number
.F73 2009
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/relatedWorkOrContributorName
Moriarty, Sandra E.
http://library.link/vocab/subjectName
  • Branding (Marketing)
  • Brand name products
  • Consumer behavior
  • Social values
  • Branding (Marketing)
Label
The science and art of branding, Giep Franzen and Sandra Moriarty
Link
http://catdir.loc.gov/catdir/toc/ecip085/2007047066.html
Instantiates
Publication
Bibliography note
Includes bibliographical references (p. 529-554) and index
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
Control code
ocn181517269
Dimensions
26 cm.
Extent
xii, 575 p.
Isbn
9780765617910
Isbn Type
(pbk. : alk. paper)
Lccn
2007047066
Other physical details
ill.
System control number
  • (Sirsi) 1272836
  • (OCoLC)181517269
Label
The science and art of branding, Giep Franzen and Sandra Moriarty
Link
http://catdir.loc.gov/catdir/toc/ecip085/2007047066.html
Publication
Bibliography note
Includes bibliographical references (p. 529-554) and index
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
Control code
ocn181517269
Dimensions
26 cm.
Extent
xii, 575 p.
Isbn
9780765617910
Isbn Type
(pbk. : alk. paper)
Lccn
2007047066
Other physical details
ill.
System control number
  • (Sirsi) 1272836
  • (OCoLC)181517269

Library Locations

    • Tomball LibraryBorrow it
      30555 Tomball Parkway, Tomball, TX, 77375, US
      30.1149527 -95.6431808
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