مشخصات کلی The definitive book of branding
نویسنده کتاب (Author):
Kartikeya Kompellaدرخواست کتاب اورجینال
انتشارات (Publisher):
Los Angeles : SAGE, 2014.خرید و فروش فایل
ویرایش و نوع فایل (Edition/Format):
eBook : English فروش فایل تخصصی
منبع (Database):
موضوع (Subject):
Branding (Marketing) Globalization — Economic aspects.
اضافی فرمت فیزیکی:(DLC) 2014012534
موضوع:Internet resource
نوع منبع:Internet Resource, Computer File
تمام نویسندگان / همکاران: Kartikeya Kompella Find more information about: Kartikeya Kompella
شناسه شابک ISBN:9789351501046 9351501043
شناسه OCLC:979272163
جزئیات Description:1 online resource (xx, 408 pages ): illustrations.
فهرست محتوا:Foreword / Keith Weed —
Preface. —
Section 1: Building blocks. 1. The essence of positioning / Al Ries —
2. Creating meaningful brands : how brands evolve from labels on products to icons of meaning / Mark Batey. —
Section 2: From niche to mainstream. 3. The power of words and stories / John Simmons —
4. All together now : the new and vital strategy of “community” / Douglas Atkin —
5. What it really means to be a challenger in today’s world / Adam Morgan —
6. Building brand authenticity / Michael B. Beverland —
7. The most important brand question : how does it make them feel? / Daryl Travis —
8. Brands and innovation / Jean-Noël Kapferer —
9. Branding with a cause / Kartikeya Kompella. —
Section 3: Branding beyond marketing. 10. Living the brand / Nicholas Ind —
11. Employer brand management / Richard Mosley —
12. Global branding : strategy, creativity, and leadership / Sicco van Gelder —
13. Brand valuation : identifying and measuring the economic value creation of brands / Jan Lindemann. —
Section 4: Together we stand. 14. Co-branding / Tom Blackett —
15. The guide to co-creation / Clare Fuller and Arunima Kapoor. —
Section 5: Building brands on belief. 16. What Chatterjee said : designing brands from the inside out / Patrick Hanlon —
17. Passion brands: the extraordinary power of brand belief / Helen Edwards and Derek Day —
18. Lovemarks in the age of now / Kevin Roberts.
مسئوليت Responsibility:edited by Kartikeya Kompella.
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