The Resource The science and art of branding, Giep Franzen and Sandra Moriarty
The science and art of branding, Giep Franzen and Sandra Moriarty
- Language
- eng
- Extent
- xii, 575 p.
- Contents
-
- 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
- Isbn
- 9780765617903
- Label
- The science and art of branding
- Title
- The science and art of branding
- Statement of responsibility
- Giep Franzen and Sandra Moriarty
- Language
- eng
- Cataloging source
- DLC
- Dewey number
- 658.8/27
- Illustrations
- illustrations
- Index
- index present
- LC call number
- HF5415.1255
- LC item number
- .F73 2008
- Literary form
- non fiction
- Nature of contents
- bibliography
- Label
- The science and art of branding, Giep Franzen and Sandra Moriarty
- Bibliography note
- Includes bibliographical references (p. 529-554) and index
- http://library.link/vocab/branchCode
-
- zbnus
- mel
- Contents
- 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
- 000042384521
- Dimensions
- 26 cm
- Extent
- xii, 575 p.
- Isbn
- 9780765617903
- Isbn Type
- (cloth)
- Lccn
- 2007047066
- Other physical details
- ill.
- http://library.link/vocab/recordID
- .b23479279
- System control number
-
- mb23479279
- (OCoLC)181517269
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<div class="citation" vocab="http://schema.org/"><i class="fa fa-external-link-square fa-fw"></i> Data from <span resource="http://link.library.deakin.edu.au/portal/The-science-and-art-of-branding-Giep-Franzen-and/NaTP-o9-Cxw/" typeof="CreativeWork http://bibfra.me/vocab/lite/Item"><span property="name http://bibfra.me/vocab/lite/label"><a href="http://link.library.deakin.edu.au/portal/The-science-and-art-of-branding-Giep-Franzen-and/NaTP-o9-Cxw/">The science and art of branding, Giep Franzen and Sandra Moriarty</a></span> - <span property="offers" typeOf="Offer"><span property="offeredBy" typeof="Library ll:Library" resource="http://link.library.deakin.edu.au/#Deakin%20University%20Library"><span property="name http://bibfra.me/vocab/lite/label"><a property="url" href="http://link.library.deakin.edu.au/">Deakin University Library</a></span></span></span></span></div>
