Descripción del título
The definitive book of bran...
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
Monografía
monografia Rebiun18171615 https://catalogo.rebiun.org/rebiun/record/Rebiun18171615 m o d cr cnu---unuuu 140815s2014 cau ob 001 0 eng d 9351501043 9789351501046 9788132117735 8132117735 UPVA 997925938003706 UAM 991008079134904211 CBUC 991010491567006709 CBUC 991001023444806712 CBUC 991010491567006709 YDXCP. eng. rda. pn. YDXCP. NT. CDX. OCLCQ. OCLCF. ORE. OCLCO. UNAV 658.8/27 23 The definitive book of branding Recurso electrónico] edited by Kartikeya Kompella Thousand Oaks SAGE Publications India Pvt Ltd 2014 Thousand Oaks Thousand Oaks SAGE Publications India Pvt Ltd 1 recurso electrónico 1 recurso electrónico EBSCO Academic eBook Collection Complete Incluye referencias bibliográficas e índice Foreword -- Preface -- Building blocks -- The essence of positioning / Al Ries -- Creating meaningful brands : how brands evolve from labels on products to icons of meaning / Mark Batey -- From niche to mainstream -- The power of words and stories / John Simmons -- All together now : the new and vital strategy of "community" / Douglas Atkin -- What it really means to be a challenger in today's world / Adam Morgan -- Building brand authenticity / Michael B. Beverland -- The most important brand question : how does it make them feel? / Daryl Travis -- Brands and innovation / Jean-Noel Kapferer -- Branding with a cause / Kartikeya Kompella -- Branding beyond marketing -- Living the brand / Nicholas Ind -- Employer brand management / Richard Mosley -- Global branding : strategy, creativity, and leadership / Sicco van Gelder -- Brand valuation : identifying and measuring the economic value creation of brands / Jan Lindemann -- Together we stand -- Co-branding / Tom Blackett -- The guide to co-creation / Clare Fuller and Arunima Kapoor -- Building brands on belief -- What Chatterjee said : designing brands from the inside out / Patrick Hanlon -- Passion brands: the extraordinary power of brand belief / Helen Edwards and Derek Day -- Lovemarks in the age of now / Kevin Roberts -- Index -- About the editor and contributors 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 Forma de acceso: World Wide Web Kompella, Kartikeya