Franzen, Giep <br/><br/>
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 
<br/><br/><label>ISBN: </label>9788190210027 
<br/><br/><label>Subjects--Topical Terms: </label><br/>brand as a system<br/>brand core concept<br/>brand equity<br/>brand functions<br/>brand identity<br/>brand meaning and brand physique<br/>brand name products<br/>brand personality<br/>brand span and brand extension<br/>branding (marketing)<br/>branding in context<br/>case studies<br/>consumer behaviour<br/>consumer brand equity<br/>consumer needs and values<br/>differentiation and positioning<br/>gesamtkunstwerk<br/>management<br/>market brand equity<br/>nature of brands<br/>portfolio and brand architecture<br/>relationships and reputation<br/>social values<br/>strategic brand segmentation<br/>strategy development<br/>strategy meets brand perception<br/>strength and brand saliency<br/>valuation
<br/><br/><label>Dewey Class. No.: </label>658.827  / FRA