The definitive book of branding / edited by Kartikeya Kompella.

Contributor(s): Material type: TextTextPublisher: Los Angeles : SAGE, 2014Description: xx, 408 pages : illustrations ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9788132117735
  • 8132117735
Subject(s): DDC classification:
  • 658.8/27 23
LOC classification:
  • HF5415.1255 .D44 2014
Contents:
Foreword / Keith Weed -- Preface. -- Section 1: Building blocks. 1. The essence of positioning / Al Ries -- 2. Creating meaningful brands : how brands evolve from labels on products to icons of meaning / Mark Batey. -- Section 2: From niche to mainstream. 3. The power of words and stories / John Simmons -- 4. All together now : the new and vital strategy of "community" / Douglas Atkin -- 5. What it really means to be a challenger in today's world / Adam Morgan -- 6. Building brand authenticity / Michael B. Beverland -- 7. The most important brand question : how does it make them feel? / Daryl Travis -- 8. Brands and innovation / 9. Branding with a cause / Kartikeya Kompella. -- Section 3: Branding beyond marketing. 10. Living the brand / Nicholas Ind -- 11. Employer brand management / Richard Mosley -- 12. Global branding : strategy, creativity, and leadership / Sicco van Gelder -- 13. Brand valuation : identifying and measuring the economic value creation of brands / Jan Lindemann. -- Section 4: Together we stand. 14. Co-branding / Tom Blackett -- 15. The guide to co-creation / Clare Fuller and Arunima Kapoor. -- Section 5: Building brands on belief. 16. What Chatterjee said : designing brands from the inside out / Patrick Hanlon -- 17. Passion brands: the extraordinary power of brand belief / Helen Edwards and Derek Day -- 18. Lovemarks in the age of now / Kevin Roberts.
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.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Books Books Odessa College Stacks 658.827 D313KD (Browse shelf(Opens below)) 1 Available 51994001713512

Includes bibliographical references and index.

Foreword / Keith Weed -- Preface. -- Section 1: Building blocks. 1. The essence of positioning / Al Ries -- 2. Creating meaningful brands : how brands evolve from labels on products to icons of meaning / Mark Batey. -- Section 2: From niche to mainstream. 3. The power of words and stories / John Simmons -- 4. All together now : the new and vital strategy of "community" / Douglas Atkin -- 5. What it really means to be a challenger in today's world / Adam Morgan -- 6. Building brand authenticity / Michael B. Beverland -- 7. The most important brand question : how does it make them feel? / Daryl Travis -- 8. Brands and innovation / 9. Branding with a cause / Kartikeya Kompella. -- Section 3: Branding beyond marketing. 10. Living the brand / Nicholas Ind -- 11. Employer brand management / Richard Mosley -- 12. Global branding : strategy, creativity, and leadership / Sicco van Gelder -- 13. Brand valuation : identifying and measuring the economic value creation of brands / Jan Lindemann. -- Section 4: Together we stand. 14. Co-branding / Tom Blackett -- 15. The guide to co-creation / Clare Fuller and Arunima Kapoor. -- Section 5: Building brands on belief. 16. What Chatterjee said : designing brands from the inside out / Patrick Hanlon -- 17. Passion brands: the extraordinary power of brand belief / Helen Edwards and Derek Day -- 18. Lovemarks in the age of now / Kevin Roberts.

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.

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