TY  - BOOK
AU  - Franzen,Giep
AU  - Moriarty,Sandra
TI  - Science and art of branding 
SN  - 9788190210027
AV  - HF5415.1255 .F73 2009
PY  - 2009///
CY  -  New York
PB  - ME Sharpe
KW  - Branding (Marketing)
KW  - Brand name products
KW  - Consumer behavior
KW  - Social values
KW  - Management
KW  - Case studies
N1  - Includes bibliographical references (p. 529-554) and index; 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
ER  -