ORPP logo
Image from Google Jackets

The Definitive Book of Branding.

By: Material type: TextTextPublisher: New Delhi : SAGE Publications India Pvt, Ltd., 2014Copyright date: ©2014Edition: 1st edDescription: 1 online resource (433 pages)Content type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9789351501046
Subject(s): Genre/Form: Additional physical formats: Print version:: The Definitive Book of BrandingDDC classification:
  • 658.8/27
LOC classification:
  • HF5415.1255 -- .D44 2014eb
Online resources:
Contents:
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 Brand -- 11 - 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.
Summary: 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 different ways in which brands drive the company's strategy, bring meaning to employees, instil passion in consumers, and maintain their appeal over time and across countries. It does not look only at the marketing aspect of brands but also at the organizational aspects of branding, which provides a holistic approach to the subject.
Tags from this library: No tags from this library for this title. Log in to add tags.
Star ratings
    Average rating: 0.0 (0 votes)
No physical items for this record

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 Brand -- 11 - 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 different ways in which brands drive the company's strategy, bring meaning to employees, instil passion in consumers, and maintain their appeal over time and across countries. It does not look only at the marketing aspect of brands but also at the organizational aspects of branding, which provides a holistic approach to the subject.

Description based on publisher supplied metadata and other sources.

Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.

There are no comments on this title.

to post a comment.

© 2024 Resource Centre. All rights reserved.