The Science and Art of Branding

Editor/Author Moriarty, Sandra
Publication Year: 2009
Publisher: Routledge

Single-User Purchase Price: $210.00
Unlimited-User Purchase Price: $315.00
ISBN: 978-0-7656-1791-0
Category: Business, Finance & Economics - Marketing
Image Count: 114
Book Status: Available
Table of Contents

"The book is impressive and thorough. It covers the phenomenon of branding from many different perspectives. Highly recommended. Graduate students, researchers and faculty, and brand management professionals." -- Choice

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Table of Contents

  • Acknowledgments
  • INTRODUCTION
  • THE NATURE OF BRANDS
  • THE BRAND AS A SYSTEM
  • BRANDING IN CONTEXT
  • BRAND STRATEGY DEVELOPMENT: THE COMPANY PERSPECTIVE
  • BRAND STRATEGY DEVELOPMENT
  • THE NATURE OF BRANDS AND BRAND FUNCTIONS
  • BRAND CORE CONCEPT
  • BRAND IDENTITY
  • STRATEGIC BRAND SEGMENTATION
  • BRAND STRATEGY MEETS BRAND PERCEPTION
  • BRAND DIFFERENTIATION AND POSITIONING
  • BRANDS AND CONSUMER NEEDS AND VALUES
  • BRAND PERSONALITY
  • BRAND MEANING AND BRAND PHYSIQUE
  • BRAND RELATIONSHIPS AND REPUTATION
  • BRAND EQUITY: EXPANSION AND INTEGRATION
  • BRAND STRENGTH AND BRAND SALIENCY
  • BRAND SPAN AND BRAND EXTENSION
  • BRAND PORTFOLIO AND: BRAND ARCHITECTURE
  • CONSUMER BRAND EQUITY
  • MARKET BRAND EQUITY
  • BRAND VALUATION
  • GESAMTKUNSTWERK: THE ART OF BRAND INTEGRATION
  • References
  • ABOUT THE AUTHORS