000			02044cam a2200193 i 4500
999			_c21763 _d21763
020			_a9788132117735
041			_aENG
082	0	0	_a658.8'27 _bTHE
245	0	4	_aThe definitive book of branding / _cedited by Kartikeya Kompella.
260			_aNew Delhi, India : _bSage, Response Business Books, _c2014.
300			_axx, 408 pages : _billustrations ; _c24 cm
504			_aIncludes bibliographical references and index.
505			_aCover; 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.
520			_aWith 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.
650		0	_aBranding (Marketing)
650		0	_aGlobalization _xEconomic aspects.
700	1		_aKompella, Kartikeya,
942			_2ddc _cBK