Essential Brand Book (English, Paperback, Ellwood Iain)

25 mm

234 mm

156 mm

490 gr

Essential Brand Book

Kogan Page Ltd

2002

Acknowledgements <p>Introduction</p> <p><b>Brand Communication</b></p> <p>1. Contemporary Branding : Branding, marketing and the business environment&nbsp; </p> <p>2.&nbsp; Brand Configuration : Structuring the brand and the organization </p> <p>3. Service, Retail And Trade Branding : Effective strategies for different sectors </p> <p>4. Brand Media : Established communication channels and techniques </p> <p>5. New Media Brandsites : Strategies for the digital economy</p> <p><b>Brand Definition</b></p> <p>6. Brand Positioning : Creating a strong core DNA for a brand</p> <p>7. Cognitive Brand Dimensions : Defining the rational benefits of a brand</p> <p>8. Emotional Brand Dimensions : Defining the emotional benefits of a brand</p> <p><b>Brand Equity</b></p> <p>9. Legal Protection : Protecting the brand and its expression</p> <p>10. Financial Assets : Valuing the brand as a business asset</p> <p><b>Brand Strategy</b></p> <p>11. Brand Planning : Strategies for brand revitalization, brand extension and new brand creation&nbsp;</p> <p>12. Researching Consumer Behavior : Evaluating the research process and methodologies&nbsp;</p> <p>13. Corporate Brand Management : The CEO as brand manager and how to inspire every employee to take responsibility for the brand&nbsp;</p> <p>14. The Future : New rules for the new economy</p> <p>Glossary</p> <p>Bibliography </p> <p>Index</p> &nbsp;