The definitive book of branding /
The definitive book of branding /
edited by Kartikeya Kompella.
- New Delhi, India : Sage, Response Business Books, 2014.
- xx, 408 pages : illustrations ; 24 cm
Includes bibliographical references and index.
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 andVital 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.
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 reader through the.
9788132117735
Branding (Marketing)
Globalization--Economic aspects.
658.8'27 / THE
Includes bibliographical references and index.
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 andVital 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.
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 reader through the.
9788132117735
Branding (Marketing)
Globalization--Economic aspects.
658.8'27 / THE
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