| Description |
1 online resource (397 p.) |
| Contents |
Cover -- Half Title -- Title Page -- Copyright Page -- Dedication -- CONTENTS -- INTRODUCTION -- CHAPTER 1: WELCOME TO THE WORLD OF BRANDING -- CHAPTER 2: DEFINING "BRAND" -- CHAPTER 3: BRAND EQUITY AND MANAGEMENT -- SECTION 1: STORY -- CHAPTER 4: BRAND STORY -- CHAPTER 5: SELF-BRAND IDENTIFICATION -- CHAPTER 6: RESEARCH, SEGMENTATION, AND PERSONAS -- CHAPTER 7: ASSOCIATIONS AND POSITIONING -- CHAPTER 8: NAMING -- CHAPTER 9: PRICING -- CHAPTER 10: PERSONALITY AND VOICE -- SECTION 2: SYMBOLS -- CHAPTER 11: THE BRANDVERSE -- CHAPTER 12: VISUAL PERCEPTION -- CHAPTER 13: LOGO DESIGN |
|
CHAPTER 14: TYPOGRAPHY -- CHAPTER 15: COLOR -- CHAPTER 16: APPLICATIONS, PACKAGING, AND SYSTEMS -- SECTION 3: STRATEGY -- CHAPTER 17: BUILDING STRONG BRAND RELATIONSHIPS -- CHAPTER 18: UNDERSTANDING CHANNELS -- CHAPTER 19: DESIGNING MEMORABLE BRAND EXPERIENCES -- CHAPTER 20: BRAND PORTFOLIO MANAGEMENT: EXTENSIONS, ARCHITECTURE, AND REBRANDING -- CHAPTER 21: BRAND INTELLIGENCEP -- CONCLUSION AND EMERGING DIRECTIONSP -- INDEX |
| Notes |
Description based upon print version of record |
| Subject |
Brand name products.
|
|
Branding (Marketing) -- Psychological aspects
|
|
Product management -- Psychological aspects
|
|
Brand name products
|
| Form |
Electronic book
|
| ISBN |
9781000986174 |
|
1000986179 |
|
