Franzen, Giep. <br/><br/>
The science and art of branding / 
Giep Franzen and Sandra Moriarty. 
 - Armonk, N.Y. :  M.E. Sharpe,  c2009. 
 - xii, 575 p. :  ill. ;  26 cm. 
<br/><br/>Includes bibliographical references (p. 529-554) and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9780765617903 (cloth) 0765617900 (cloth) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Branding (Marketing)<br/>Brand name products.<br/>Consumer behavior.<br/>Social values.<br/>Branding (Marketing) -- Management -- Case studies.
<br/><br/><label>Dewey Class. No.: </label>658.827  / FRA [ Shelf 80]