The essential brand book: over 100 techniques to increase brand value
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
London
Kogan Page
2002
|
| Edition: | 2. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XI, 321 S. graph. Darst. |
| ISBN: | 0749438630 |
Staff View
MARC
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Record in the Search Index
| _version_ | 1804129610797940736 |
|---|---|
| adam_text | CONTENTS
The author ix
Acknowledgements xi
Introduction 1
Brand communication
1 Contemporary branding 9
Branding, marketing and the business environment
2 Brand configuration 19
Structuring the brand and the organization
3 Service, retail and trade branding 42
Effective strategies for different sectors
4 Brand media 64
Established communication channels and techniques
5 New media brandsites 98
Strategies for the digital economy
Brand definition
6 Brand positioning 121
Creating a strong core DNA for a brand
7 Cognitive brand dimensions 147
Defining the rational benefits of a brand
8 Emotional brand dimensions 163
Defining the emotional benefits of a brand
Brand equity
9 Legal protection 181
Protecting the brand and its expression
10 Financial assets 198
Valuing the brand as a business asset
Brand strategy
11 Brand planning 217
Strategies for brand revitalization, brand extension and
new brand creation
12 Researching consumer behaviour 241
Evaluating the research process and methodologies
13 Corporate brand management 266
The CEO as brand manager and how to inspire every
employee to take responsibility for the brand
14 The future 284
New rules for the new economy
Glossary 302
Bibliography 310
Index 317
|
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| id | DE-604.BV014844286 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T19:07:53Z |
| institution | BVB |
| isbn | 0749438630 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-010041423 |
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| owner_facet | DE-19 DE-BY-UBM |
| physical | XI, 321 S. graph. Darst. |
| publishDate | 2002 |
| publishDateSearch | 2002 |
| publishDateSort | 2002 |
| publisher | Kogan Page |
| record_format | marc |
| spelling | Ellwood, Iain Verfasser aut The essential brand book over 100 techniques to increase brand value Iain Ellwood 2. ed. London Kogan Page 2002 XI, 321 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Gestion des produits rasuqam Produit de marque rasuqam Produits commerciaux - Gestion Produits de marque Brand name products Product management Produktmanagement (DE-588)4125960-9 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Markenpolitik (DE-588)4144679-3 s Produktmanagement (DE-588)4125960-9 s 1\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010041423&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Ellwood, Iain The essential brand book over 100 techniques to increase brand value Gestion des produits rasuqam Produit de marque rasuqam Produits commerciaux - Gestion Produits de marque Brand name products Product management Produktmanagement (DE-588)4125960-9 gnd Markenpolitik (DE-588)4144679-3 gnd |
| subject_GND | (DE-588)4125960-9 (DE-588)4144679-3 |
| title | The essential brand book over 100 techniques to increase brand value |
| title_auth | The essential brand book over 100 techniques to increase brand value |
| title_exact_search | The essential brand book over 100 techniques to increase brand value |
| title_full | The essential brand book over 100 techniques to increase brand value Iain Ellwood |
| title_fullStr | The essential brand book over 100 techniques to increase brand value Iain Ellwood |
| title_full_unstemmed | The essential brand book over 100 techniques to increase brand value Iain Ellwood |
| title_short | The essential brand book |
| title_sort | the essential brand book over 100 techniques to increase brand value |
| title_sub | over 100 techniques to increase brand value |
| topic | Gestion des produits rasuqam Produit de marque rasuqam Produits commerciaux - Gestion Produits de marque Brand name products Product management Produktmanagement (DE-588)4125960-9 gnd Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Gestion des produits Produit de marque Produits commerciaux - Gestion Produits de marque Brand name products Product management Produktmanagement Markenpolitik |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010041423&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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