Research Catalog

Title

The science and art of branding / Giep Franzen and Sandra Moriarty.

Author

Franzen, Giep.

Publication

Armonk, N.Y. : M.E. Sharpe, [2009], ©2009.

Items in the Library & Off-site

Holdings

Details

Additional Authors

Moriarty, Sandra E. (Sandra Ernst)

Description

xii, 575 pages : illustrations; 26 cm

Subject

• Branding (Marketing)
• Brand name products
• Consumer behavior
• Social values
• Branding (Marketing) > Management > Case studies

Bibliography (note)

• Includes bibliographical references (p. 529-554) and index.

Contents

Pt. I. The Nature of Brands -- 1. The Brand as a System -- 2. Branding in Context -- Pt. II. Brand Strategy Development: The Company Perspective -- 3. Brand Strategy Development -- 4. The Nature of Brands and Brand Functions -- 5. Brand Core Concept -- 6. Brand Identity -- 7. Strategic Brand Segmentation -- Pt. III. Brand Strategy Meets Brand Perception -- 8. Brand Differentiation and Positioning -- 9. Brands and Consumer Needs and Values -- 10. Brand Personality -- 11. Brand Meaning and Brand Physique -- 12. Brand Relationships and Reputation -- Pt. IV. Brand Equity: Expansion and Integration -- 13. Brand Strength and Brand Saliency -- 14. Brand Span and Brand Extension -- 15. Brand Portfolio and Brand Architecture -- 16. Consumer Brand Equity -- 17. Market Brand Equity -- 18. Brand Valuation -- 19. Gesamtkunstwerk: The Art of Brand Integration.

ISBN

• 9780765617903 (cloth)
• 0765617900 (cloth)

LCCN

• 2007047066
• 40016114474

OCLC

• ocn181517269
• 181517269
• SCSB-9037964

Owning Institutions

Columbia University Libraries