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Brand strategy
| Brand strategy |
| Pubbl/distr/stampa | London, : Centaur Communications |
| Soggetto topico |
Branding (Marketing)
Advertising - Brand name products Business names Product management Marketing Gestion des produits Raison sociale Publicité Produit de marque |
| Soggetto genere / forma |
Periodicals.
Périodique électronique (Descripteur de forme) Ressource Internet (Descripteur de forme) |
| Formato | Materiale a stampa  |
| Livello bibliografico | Periodico |
| Lingua di pubblicazione | eng |
| Record Nr. | UNISA-996201305703316 |
| London, : Centaur Communications | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. di Salerno | ||
| ||
Brand strategy
| Brand strategy |
| Pubbl/distr/stampa | London, : Centaur Communications |
| Soggetto topico |
Branding (Marketing)
Advertising - Brand name products Business names Product management Marketing Gestion des produits Raison sociale Publicité Produit de marque |
| Soggetto genere / forma |
Periodicals.
Périodique électronique (Descripteur de forme) Ressource Internet (Descripteur de forme) |
| Formato | Materiale a stampa |
| Livello bibliografico | Periodico |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910223676703321 |
| London, : Centaur Communications | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The challenges facing brand managers today [[electronic resource] /] / guest editors, Francisco Guzmán and Oriol Iglesias
| The challenges facing brand managers today [[electronic resource] /] / guest editors, Francisco Guzmán and Oriol Iglesias |
| Pubbl/distr/stampa | [Bradford], : Emerald Insight, 2012 |
| Descrizione fisica | 1 online resource (105 p.) |
| Disciplina | 658.4 |
| Altri autori (Persone) |
GuzmánFrancisco
IglesiasOriol |
| Collana | Journal of product & brand management : featuring pricing strategy & practice |
| Soggetto topico |
New products - Management
New products - Marketing Branding (Marketing) Advertising - Brand name products |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-78190-362-X
1-283-99124-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; Contents; Editorial; Guest editorial; Sources of equity in fashion markets; Systematic review on B2B branding: research issues and avenues for future research; Brand mergers: examining consumers' responses to name and logo design; Private label brands: measuring equity across consumer segments; Consumer-based brand equity and top-of-mind awareness: a cross-country analysis; Consumer recall of brand versus product banner ads; The effects of lower prices on perceptions of brand quality: a choice task perspective
Price strategy, information sharing, and firm performance in a market channel with a dominant retailerBook reviews |
| Record Nr. | UNINA-9910453065403321 |
| [Bradford], : Emerald Insight, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The challenges facing brand managers today [[electronic resource] /] / guest editors, Francisco Guzmán and Oriol Iglesias
| The challenges facing brand managers today [[electronic resource] /] / guest editors, Francisco Guzmán and Oriol Iglesias |
| Pubbl/distr/stampa | [Bradford], : Emerald Insight, 2012 |
| Descrizione fisica | 1 online resource (105 p.) |
| Disciplina | 658.4 |
| Altri autori (Persone) |
GuzmánFrancisco
IglesiasOriol |
| Collana | Journal of product & brand management : featuring pricing strategy & practice |
| Soggetto topico |
New products - Management
New products - Marketing Branding (Marketing) Advertising - Brand name products |
| ISBN |
1-78190-362-X
1-283-99124-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; Contents; Editorial; Guest editorial; Sources of equity in fashion markets; Systematic review on B2B branding: research issues and avenues for future research; Brand mergers: examining consumers' responses to name and logo design; Private label brands: measuring equity across consumer segments; Consumer-based brand equity and top-of-mind awareness: a cross-country analysis; Consumer recall of brand versus product banner ads; The effects of lower prices on perceptions of brand quality: a choice task perspective
Price strategy, information sharing, and firm performance in a market channel with a dominant retailerBook reviews |
| Record Nr. | UNINA-9910779588503321 |
| [Bradford], : Emerald Insight, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The challenges facing brand managers today / / guest editors, Francisco Guzmán and Oriol Iglesias
| The challenges facing brand managers today / / guest editors, Francisco Guzmán and Oriol Iglesias |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | [Bradford], : Emerald Insight, 2012 |
| Descrizione fisica | 1 online resource (105 p.) |
| Disciplina | 658.4 |
| Altri autori (Persone) |
GuzmánFrancisco
IglesiasOriol |
| Collana | Journal of product & brand management : featuring pricing strategy & practice |
| Soggetto topico |
New products - Management
New products - Marketing Branding (Marketing) Advertising - Brand name products |
| ISBN |
1-78190-362-X
1-283-99124-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; Contents; Editorial; Guest editorial; Sources of equity in fashion markets; Systematic review on B2B branding: research issues and avenues for future research; Brand mergers: examining consumers' responses to name and logo design; Private label brands: measuring equity across consumer segments; Consumer-based brand equity and top-of-mind awareness: a cross-country analysis; Consumer recall of brand versus product banner ads; The effects of lower prices on perceptions of brand quality: a choice task perspective
Price strategy, information sharing, and firm performance in a market channel with a dominant retailerBook reviews |
| Record Nr. | UNINA-9910811574103321 |
| [Bradford], : Emerald Insight, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Creating a brand identity : a guide for designers / / Catharine Slade-Brooking
| Creating a brand identity : a guide for designers / / Catharine Slade-Brooking |
| Autore | Slade-Brooking Catharine |
| Pubbl/distr/stampa | London, England : , : Laurence King Publishing, , 2016 |
| Descrizione fisica | 1 online resource (160 p.) |
| Disciplina | 741.6 |
| Soggetto topico |
Trademarks - Design
Advertising - Brand name products |
| Soggetto genere / forma | Electronic books. |
| ISBN | 1-78067-979-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Intro; Introduction; Chapter 1: Branding Basics; Chapter 2: Brand Anatomy; Chapter 3: Brand Strategy; Chapter 4: The Design Process; Chapter 5: Research; Chapter 6: Analysis; Chapter 7: Concept Development ; Chapter 8: Delivering the Final Design; Glossary; Recommended Reading; Index; Picture Credits; Consumer culture - why do we buy?; What is a brand?; Why do we brand?; How does branding work?; The history of branding; How are things changing?; The future for brands; Maintaining beloved brand status; Case study: Uniqlo; Logos; Case study: Eurostar; Straplines / taglines
Appealing to the sensesBrand architecture; Brand families; Internal and external branding; Branding terminology; Standing out from the crowd; Unique selling point (USP ); Semiotics; Exercise: Brand analysis; Case study: Apple Mac; Semiotic toolbox; Case study: Milka chocolate; Naming brands; Exercise: Creating a mood board; The use of emotion; Brand personality; Target marketing and brand positioning; Brand revolutions; Cultural branding; Rebranding; Case study: Lucozade; Trend forecasting and analysis; Brand failures; Brand ethics; Why use a design process?; How does the design process work? The stages of the design processThe design team; The creative process; The design process in the academic environment; Exercise: Student exercises; Why do we need to research?; Research methods; Researching the audience; The use of social media in research; Case study: Procter and Gamble; Visual research boards; Excercise: Designing a consumer profile board; Other forms of research; Defining the USP; Market sector analysis; Product category analysis; Competitor brand analysis; Exercise: Conducting a simple competitor brand analysis; Analyzing the brand environment; Case study: Fazer Cafe Future forecastingAnalysis of data and interpreting opportunities; Exercise: Designing visual analysis boards; Brand creation strategies; Research and analysis in an educational setting; Inspiration; The big idea; Visualizing and analyzing inspiration; Initial concept ideas; Organizing your source material; Choosing the best concept; Exercise: How to develop an assessment strategy; Final refinements; Presentation materials; Designing effective communication boards; Digital versus print presentations; The client presentation; Testing the final brand identity; Design development Launching the brand identityBeyond delivery |
| Record Nr. | UNINA-9910465104903321 |
Slade-Brooking Catharine
|
||
| London, England : , : Laurence King Publishing, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Creating a brand identity : a guide for designers / / Catharine Slade-Brooking
| Creating a brand identity : a guide for designers / / Catharine Slade-Brooking |
| Autore | Slade-Brooking Catharine |
| Pubbl/distr/stampa | London, England : , : Laurence King Publishing, , 2016 |
| Descrizione fisica | 1 online resource (160 p.) |
| Disciplina | 741.6 |
| Soggetto topico |
Trademarks - Design
Advertising - Brand name products |
| ISBN | 1-78067-979-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Intro; Introduction; Chapter 1: Branding Basics; Chapter 2: Brand Anatomy; Chapter 3: Brand Strategy; Chapter 4: The Design Process; Chapter 5: Research; Chapter 6: Analysis; Chapter 7: Concept Development ; Chapter 8: Delivering the Final Design; Glossary; Recommended Reading; Index; Picture Credits; Consumer culture - why do we buy?; What is a brand?; Why do we brand?; How does branding work?; The history of branding; How are things changing?; The future for brands; Maintaining beloved brand status; Case study: Uniqlo; Logos; Case study: Eurostar; Straplines / taglines
Appealing to the sensesBrand architecture; Brand families; Internal and external branding; Branding terminology; Standing out from the crowd; Unique selling point (USP ); Semiotics; Exercise: Brand analysis; Case study: Apple Mac; Semiotic toolbox; Case study: Milka chocolate; Naming brands; Exercise: Creating a mood board; The use of emotion; Brand personality; Target marketing and brand positioning; Brand revolutions; Cultural branding; Rebranding; Case study: Lucozade; Trend forecasting and analysis; Brand failures; Brand ethics; Why use a design process?; How does the design process work? The stages of the design processThe design team; The creative process; The design process in the academic environment; Exercise: Student exercises; Why do we need to research?; Research methods; Researching the audience; The use of social media in research; Case study: Procter and Gamble; Visual research boards; Excercise: Designing a consumer profile board; Other forms of research; Defining the USP; Market sector analysis; Product category analysis; Competitor brand analysis; Exercise: Conducting a simple competitor brand analysis; Analyzing the brand environment; Case study: Fazer Cafe Future forecastingAnalysis of data and interpreting opportunities; Exercise: Designing visual analysis boards; Brand creation strategies; Research and analysis in an educational setting; Inspiration; The big idea; Visualizing and analyzing inspiration; Initial concept ideas; Organizing your source material; Choosing the best concept; Exercise: How to develop an assessment strategy; Final refinements; Presentation materials; Designing effective communication boards; Digital versus print presentations; The client presentation; Testing the final brand identity; Design development Launching the brand identityBeyond delivery |
| Record Nr. | UNINA-9910798367503321 |
|
Slade-Brooking Catharine
|
||
| London, England : , : Laurence King Publishing, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Creating a brand identity : a guide for designers / / Catharine Slade-Brooking
| Creating a brand identity : a guide for designers / / Catharine Slade-Brooking |
| Autore | Slade-Brooking Catharine |
| Pubbl/distr/stampa | London, England : , : Laurence King Publishing, , 2016 |
| Descrizione fisica | 1 online resource (160 p.) |
| Disciplina | 741.6 |
| Soggetto topico |
Trademarks - Design
Advertising - Brand name products |
| ISBN | 1-78067-979-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Intro; Introduction; Chapter 1: Branding Basics; Chapter 2: Brand Anatomy; Chapter 3: Brand Strategy; Chapter 4: The Design Process; Chapter 5: Research; Chapter 6: Analysis; Chapter 7: Concept Development ; Chapter 8: Delivering the Final Design; Glossary; Recommended Reading; Index; Picture Credits; Consumer culture - why do we buy?; What is a brand?; Why do we brand?; How does branding work?; The history of branding; How are things changing?; The future for brands; Maintaining beloved brand status; Case study: Uniqlo; Logos; Case study: Eurostar; Straplines / taglines
Appealing to the sensesBrand architecture; Brand families; Internal and external branding; Branding terminology; Standing out from the crowd; Unique selling point (USP ); Semiotics; Exercise: Brand analysis; Case study: Apple Mac; Semiotic toolbox; Case study: Milka chocolate; Naming brands; Exercise: Creating a mood board; The use of emotion; Brand personality; Target marketing and brand positioning; Brand revolutions; Cultural branding; Rebranding; Case study: Lucozade; Trend forecasting and analysis; Brand failures; Brand ethics; Why use a design process?; How does the design process work? The stages of the design processThe design team; The creative process; The design process in the academic environment; Exercise: Student exercises; Why do we need to research?; Research methods; Researching the audience; The use of social media in research; Case study: Procter and Gamble; Visual research boards; Excercise: Designing a consumer profile board; Other forms of research; Defining the USP; Market sector analysis; Product category analysis; Competitor brand analysis; Exercise: Conducting a simple competitor brand analysis; Analyzing the brand environment; Case study: Fazer Cafe Future forecastingAnalysis of data and interpreting opportunities; Exercise: Designing visual analysis boards; Brand creation strategies; Research and analysis in an educational setting; Inspiration; The big idea; Visualizing and analyzing inspiration; Initial concept ideas; Organizing your source material; Choosing the best concept; Exercise: How to develop an assessment strategy; Final refinements; Presentation materials; Designing effective communication boards; Digital versus print presentations; The client presentation; Testing the final brand identity; Design development Launching the brand identityBeyond delivery |
| Record Nr. | UNINA-9910813025703321 |
|
Slade-Brooking Catharine
|
||
| London, England : , : Laurence King Publishing, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Designing brand identity [[electronic resource] ] : an essential guide for the entire branding team / / Alina Wheeler
| Designing brand identity [[electronic resource] ] : an essential guide for the entire branding team / / Alina Wheeler |
| Autore | Wheeler Alina |
| Edizione | [5th ed.] |
| Pubbl/distr/stampa | Hoboken, N.J., : Wiley, 2018 |
| Descrizione fisica | 1 online resource (xi, 336 p.) : ill |
| Disciplina | 658.827 |
| Soggetto topico |
Brand name products
Branding (Marketing) Trademarks - Design Advertising - Brand name products |
| Soggetto genere / forma | Electronic books. |
| ISBN |
9781119375418 (e-book)
9781118980828 (hbk.) |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Basics -- Part 1 presents the fundamental concepts needed to jumpstart the branding process and creates a shared vocabulary for the entire team -- Brand basics -- Brand ideals -- Brand elements -- Brand dynamics -- Before and after -- Process -- Part 2 presents a universal process regardless of the project’s scope and nature. This section answers the question “Why does it take so long?” -- Process basics -- Phase 1: conducting research -- Phase 2: clarifying strategy -- Phase 3: designing identity -- Phase 4: creating touchpoints -- Phase 5: managing assets -- Best Practices -- Part 3 showcases best practices. Local and global, public and private, these projects inspire and exemplify original, flexible, lasting solutions -- Case studies -- ACHC -- ACLU -- Action against hunger -- Adanu -- Amazon.com -- Ansible -- Beeline -- Boston consulting group -- Boy scouts of America -- Budweiser -- Cerner -- City of Melbourne -- Coca-cola -- Cocktails Against Cancer -- Coors lights -- Cooper Hewitt -- Credit Suisse -- Deloitte -- Fern by Haworth -- Fred Hutch -- Global Handwashing Day -- IBM 100 Icons of progress -- IBM Watson -- Jawwy from STC -- Lauginh cow -- LinkedIn China -- Mack Trucks -- Mastercard -- Mozilla -- Mural Arts Philadelphia -- Nizuc -- No More -- Ohio & Erie Canalway -- Peru -- Philadelphia Museum of Art -- Pitney Bowes -- PNC -- Quartz -- (RED) -- RideKC Streetcar -- Santos Brasil -- Shinola Detroit -- Smithsonian National Air and Space Museum -- SocialSecurity.gov -- Southwest Airlines -- Spectrum Health System -- Starbucks -- Sydney Opera House -- Unstuck -- Vueling -- Bibliography -- Index: Brands -- Index: People -- Index: Firms -- How to use this book. |
| Record Nr. | UNINA-9910467951703321 |
|
Wheeler Alina
|
||
| Hoboken, N.J., : Wiley, 2018 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Designing brand identity : an essential guide for the entire branding team / / Alina Wheeler
| Designing brand identity : an essential guide for the entire branding team / / Alina Wheeler |
| Autore | Wheeler Alina |
| Edizione | [Fifth edition.] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , 2018 |
| Descrizione fisica | 1 online resource (339 pages) : color illustrations, photographs |
| Disciplina | 658.8/27 |
| Soggetto topico |
Advertising - Brand name products
Brand name products Branding (Marketing) Trademarks - Design |
| ISBN | 1-119-37541-X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910795957803321 |
|
Wheeler Alina
|
||
| Hoboken, New Jersey : , : Wiley, , 2018 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
