The definitive book of branding /
The definitive book of branding /
edited by Kartikeya Kompella.
- xx, 408 pages : illustrations ; 24 cm
Includes bibliographical references and index.
The essence of positioning / Creating meaningful brands : how brands evolve from labels on products to icons of meaning / The power of words and stories / All together now : the new and vital strategy of "community" / What it really means to be a challenger in today's world / Building brand authenticity / The most important brand question : how does it make them feel? / Brands and innovation / Branding with a cause / Living the brand / Employer brand management / Global branding : strategy, creativity, and leadership / Brand valuation : identifying and measuring the economic value creation of brands / Co-branding / The guide to co-creation / What Chatterjee said : designing brands from the inside out / Passion brands: the extraordinary power of brand belief / Lovemarks in the age of now / Keith Weed -- Al Ries -- Mark Batey. -- John Simmons -- Douglas Atkin -- Adam Morgan -- Michael B. Beverland -- Daryl Travis -- Kartikeya Kompella. -- Nicholas Ind -- Richard Mosley -- Sicco van Gelder -- Jan Lindemann. -- Tom Blackett -- Clare Fuller and Arunima Kapoor. -- Patrick Hanlon -- Helen Edwards and Derek Day -- Kevin Roberts. Foreword / Preface. -- Section 1: Building blocks. 1. 2. Section 2: From niche to mainstream. 3. 4. 5. 6. 7. 8. 9. Section 3: Branding beyond marketing. 10. 11. 12. 13. Section 4: Together we stand. 14. 15. Section 5: Building brands on belief. 16. 17. 18.
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.
9788132117735 8132117735
Sage Pubns, 2455 Teller rd, Thousand Oaks, CA, USA, 91320, (805)4107116 SAN 204-7217
2014012534
GBB454944 bnb
Branding (Marketing)
Globalization--Economic aspects.
Branding (Marketing)
Globalization--Economic aspects.
Markenpolitik
Business and Management.
Business and Management.
HF5415.1255 / .D44 2014
658.8/27
Includes bibliographical references and index.
The essence of positioning / Creating meaningful brands : how brands evolve from labels on products to icons of meaning / The power of words and stories / All together now : the new and vital strategy of "community" / What it really means to be a challenger in today's world / Building brand authenticity / The most important brand question : how does it make them feel? / Brands and innovation / Branding with a cause / Living the brand / Employer brand management / Global branding : strategy, creativity, and leadership / Brand valuation : identifying and measuring the economic value creation of brands / Co-branding / The guide to co-creation / What Chatterjee said : designing brands from the inside out / Passion brands: the extraordinary power of brand belief / Lovemarks in the age of now / Keith Weed -- Al Ries -- Mark Batey. -- John Simmons -- Douglas Atkin -- Adam Morgan -- Michael B. Beverland -- Daryl Travis -- Kartikeya Kompella. -- Nicholas Ind -- Richard Mosley -- Sicco van Gelder -- Jan Lindemann. -- Tom Blackett -- Clare Fuller and Arunima Kapoor. -- Patrick Hanlon -- Helen Edwards and Derek Day -- Kevin Roberts. Foreword / Preface. -- Section 1: Building blocks. 1. 2. Section 2: From niche to mainstream. 3. 4. 5. 6. 7. 8. 9. Section 3: Branding beyond marketing. 10. 11. 12. 13. Section 4: Together we stand. 14. 15. Section 5: Building brands on belief. 16. 17. 18.
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.
9788132117735 8132117735
Sage Pubns, 2455 Teller rd, Thousand Oaks, CA, USA, 91320, (805)4107116 SAN 204-7217
2014012534
GBB454944 bnb
Branding (Marketing)
Globalization--Economic aspects.
Branding (Marketing)
Globalization--Economic aspects.
Markenpolitik
Business and Management.
Business and Management.
HF5415.1255 / .D44 2014
658.8/27