The science and art of branding
Franzen, Giep
The science and art of branding by Giep Franzen and Sandra Moriarty - New Delhi: Segment Books 2009 - xii, 575p., ref., ind. 24 cm x 17 cm
9788190210027
brand as a system
brand core concept
brand equity
brand functions
brand identity
brand meaning and brand physique
brand name products
brand personality
brand span and brand extension
branding (marketing)
branding in context
case studies
consumer behaviour
consumer brand equity
consumer needs and values
differentiation and positioning
gesamtkunstwerk
management
market brand equity
nature of brands
portfolio and brand architecture
relationships and reputation
social values
strategic brand segmentation
strategy development
strategy meets brand perception
strength and brand saliency
valuation
658.827 / FRA
The science and art of branding by Giep Franzen and Sandra Moriarty - New Delhi: Segment Books 2009 - xii, 575p., ref., ind. 24 cm x 17 cm
9788190210027
brand as a system
brand core concept
brand equity
brand functions
brand identity
brand meaning and brand physique
brand name products
brand personality
brand span and brand extension
branding (marketing)
branding in context
case studies
consumer behaviour
consumer brand equity
consumer needs and values
differentiation and positioning
gesamtkunstwerk
management
market brand equity
nature of brands
portfolio and brand architecture
relationships and reputation
social values
strategic brand segmentation
strategy development
strategy meets brand perception
strength and brand saliency
valuation
658.827 / FRA