LEADER 03389nam 2200589 450 001 9910464963803321 005 20200520144314.0 010 $a93-5150-430-1 010 $a93-5150-104-3 035 $a(CKB)3710000000214623 035 $a(EBL)1759064 035 $a(SSID)ssj0001288605 035 $a(PQKBManifestationID)12498726 035 $a(PQKBTitleCode)TC0001288605 035 $a(PQKBWorkID)11310433 035 $a(PQKB)10318560 035 $a(MiAaPQ)EBC1759064 035 $a(Au-PeEL)EBL1759064 035 $a(CaPaEBR)ebr10904389 035 $a(CaONFJC)MIL634372 035 $a(OCoLC)889302370 035 $a(EXLCZ)993710000000214623 100 $a20140813h20142014 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 04$aThe definitive book of branding /$fedited by Kartikeya Kompella 210 1$aNew Delhi, India :$cSage Response,$d2014. 210 4$dİ2014 215 $a1 online resource (433 p.) 300 $aDescription based upon print version of record. 311 $a81-321-1773-5 320 $aIncludes bibliographical references at the end of each chapters and index. 327 $aCover; 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 327 $a10 - 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 330 $aWith 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, 606 $aBranding (Marketing) 606 $aGlobalization$xEconomic aspects 608 $aElectronic books. 615 0$aBranding (Marketing) 615 0$aGlobalization$xEconomic aspects. 676 $a658.8/27 702 $aKompella$b Kartikeya 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910464963803321 996 $aThe definitive book of branding$92233855 997 $aUNINA