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The definitive book of branding
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| Médium: | Printed Book |
| Vydáno: |
London
Sage
2014
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| Témata: |
Obsah:
- Foreword
- Preface
- Building blocks
- The essence of positioning / Al Ries
- Creating meaningful brands : how brands evolve from labels on products to icons of meaning / Mark Batey
- From niche to mainstream
- The power of words and stories / John Simmons
- All together now : the new and vital strategy of "community" / Douglas Atkin
- What it really means to be a challenger in today's world / Adam Morgan
- Building brand authenticity / Michael B. Beverland
- The most important brand question : how does it make them feel? / Daryl Travis
- Brands and innovation / Jean-Noel Kapferer
- Branding with a cause / Kartikeya Kompella
- Branding beyond marketing
- Living the brand / Nicholas Ind
- Employer brand management / Richard Mosley
- Global branding : strategy, creativity, and leadership / Sicco van Gelder
- Brand valuation : identifying and measuring the economic value creation of brands / Jan Lindemann
- Together we stand
- Co-branding / Tom Blackett
- The guide to co-creation / Clare Fuller and Arunima Kapoor
- Building brands on belief
- What Chatterjee said : designing brands from the inside out / Patrick Hanlon
- Passion brands: the extraordinary power of brand belief / Helen Edwards and Derek Day
- Lovemarks in the age of now / Kevin Roberts
- Index
- About the editor and contributors.