The science and art of branding:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Armonk, NY [u.a.]
Sharpe
2009
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Literaturverz. S. 529 - 554 |
| Beschreibung: | XII, 575 S. graph. Darst. |
Internformat
MARC
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| 650 | 4 | |a Brand name products | |
| 650 | 4 | |a Consumer behavior | |
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Datensatz im Suchindex
| _version_ | 1804138550743007232 |
|---|---|
| adam_text | CONTENTS
Acknowledgments
vii
Introduction
ix
Part I. The Nature of Brands
1.
The Brand as a System
3
2.
Branding in Context
24
Part II. Brand Strategy Development: The Company Perspective
3.
Brand Strategy Development
45
4.
The Nature of Brands and Brand Functions
67
5.
Brand Core Concept
88
6.
Brand Identity
108
7.
Strategic Brand Segmentation
123
Part III. Brand Strategy Meets Brand Perception
8.
Brand Differentiation and Positioning
163
9.
Brands and Consumer Needs and Values
196
10.
Brand Personality
228
11.
Brand Meaning and Brand Physique
259
12.
Brand Relationships and Reputation
294
Part IV. Brand Equity: Expansion and Integration
13.
Brand Strength and Brand Saliency
339
14.
Brand Span and Brand Extension
378
15.
Brand Portfolio and Brand Architecture
397
16.
Consumer Brand Equity
424
17.
Market Brand Equity
458
18.
Brand Valuation
488
19. Gesamtkunstwerk:
The Art of Brand Integration
505
References
529
Index
555
About the Authors
575
|
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| discipline | Wirtschaftswissenschaften |
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| spelling | Franzen, Giep Verfasser aut The science and art of branding by Giep Franzen and Sandra Moriarty Armonk, NY [u.a.] Sharpe 2009 XII, 575 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Literaturverz. S. 529 - 554 Marketing gtt Merken gtt Branding (Marketing) Brand name products Consumer behavior Social values Branding (Marketing) Management Case studies Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Markenartikel (DE-588)4037584-5 gnd rswk-swf (DE-588)4522595-3 Fallstudiensammlung gnd-content Markenpolitik (DE-588)4144679-3 s Markenartikel (DE-588)4037584-5 s Verbraucherverhalten (DE-588)4062644-1 s b DE-604 Moriarty, Sandra E. 1943- Sonstige (DE-588)124464866 oth Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017071197&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | The science and art of branding |
| title_auth | The science and art of branding |
| title_exact_search | The science and art of branding |
| title_full | The science and art of branding by Giep Franzen and Sandra Moriarty |
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| title_short | The science and art of branding |
| title_sort | the science and art of branding |
| topic | Marketing gtt Merken gtt Branding (Marketing) Brand name products Consumer behavior Social values Branding (Marketing) Management Case studies Verbraucherverhalten (DE-588)4062644-1 gnd Markenpolitik (DE-588)4144679-3 gnd Markenartikel (DE-588)4037584-5 gnd |
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