000			01787nam a2200277 a 4500
005			20260112063253.0
020			_a9780765617903 (cloth)
020			_a0765617900 (cloth)
039			_a202109271517 _bstaff _c201302151252 _d staff _c201005260311 _d staff _y 201005260310 _z staff
082			_a658.827 _bFRA [ Shelf 80]
100			_aFranzen, Giep.
245			_aThe science and art of branding / _cGiep Franzen and Sandra Moriarty.
260			_aArmonk, N.Y. : _bM.E. Sharpe, _cc2009.
300			_axii, 575 p. : _bill. ; _c26 cm.
504			_aIncludes bibliographical references (p. 529-554) and index.
505			_aThe 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.
650			_aBranding (Marketing)
650			_aBrand name products.
650			_aConsumer behavior.
650			_aSocial values.
650			_aBranding (Marketing) _x Management _v Case studies.
700			_aMoriarty, Sandra E. _q (Sandra Ernst)
991			_aVIRTUA40
991			_aVTLSSORT0080*0200*0201*0820*1000*2450*2600*3000*5040*5050*6500*6501*6502*6503*6504*7000*9992
909			_a2798
999			_c2601 _d2601