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Record Nr. |
UNINA9910786766003321 |
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Titolo |
The definitive book of branding / / edited by Kartikeya Kompella |
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Pubbl/distr/stampa |
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New Delhi, India : , : Sage Response, , 2014 |
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©2014 |
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ISBN |
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93-5150-430-1 |
93-5150-104-3 |
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Descrizione fisica |
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1 online resource (433 p.) |
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Disciplina |
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Soggetti |
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Branding (Marketing) |
Globalization - Economic aspects |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references at the end of each chapters and index. |
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Nota di contenuto |
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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 |
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 |
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Sommario/riassunto |
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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 |
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