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The science and art of branding by Giep Franzen and Sandra Moriarty
Material type:
TextLanguage: English Publication details: New Delhi: Segment Books 2009Description: xii, 575p., ref., ind. 24 cm x 17 cmISBN: - 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
| Item type | Current library | Call number | Materials specified | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
| Books | KEIC | 658.827 FRA (Browse shelf(Opens below)) | Available | 8608 |
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