The science and art of branding - Franzen, Giep.; Moriarty, Sandra E. (Sandra Ernst) (Armonk, N.Y. : M.E. Sharpe, 2009)
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.
Includes bibliographical references (p. 529-554) and index.
Keywords: Branding (Marketing); Brand name products; Consumer behavior; Social values; Branding (Marketing) -- Management -- Case studies