The Definitive Book of Branding [electronic resource].
- Author
- Kompella, Kartikeya
- Published
- New Delhi : SAGE Publications, 2014.
- Physical Description
- 1 online resource (433 pages)
Access Online
- Contents
- Cover; Contents; Foreword; Preface; Section 1: Building Blocks; 1 -- The Essence of Positioning; 2 -- Creating Meaningful Brands: How Brands Evolve from Labels on Products to Icons of Meaning; Section 2: From Niche to Mainstream; 3 -- The Power of Words and Stories; 4 -- All Together Now: The New andVital Strategy of "Community"; 5 -- What It Really Means to Be a Challenger in Today's World; 6 -- Building Brand Authenticity; 7 -- The Most Important Brand Question: How Does It Make Them Feel?; 8 -- Brands and Innovation; 9 -- Branding with a Cause; Section 3: Branding beyond Marketing. and 10 -- Living the Brand11 -- Employer Brand Management; 12 -- Global Branding: Strategy, Creativity, and Leadership; 13 -- Brand Valuation: Identifying and Measuringthe Economic Value Creation of Brands; Section 4: Together We Stand; 14 -- Co-branding; 15 -- The Guide to Co-creation; Section 5: Building Brands on Belief; 16 -- What Chatterjee Said: Designing Brands from the Inside Out; 17 -- Passion Brands: The Extraordinary Power of Brand Belief; 18 -- Lovemarks in the Age of Now; About the Editor and Contributors; Index.
- 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.
- Subject(s)
- ISBN
- 9789351501046
9351501043
View MARC record | catkey: 14098945