The definitive book of branding/
The definitive book of branding/
edited by Kartikeya Kompella
- New Delhi: SAGE, 2014.
- 433 p.
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.
9789351501046 9789351504306
Business and Management
Branding
Globalization--Economic aspects
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.
9789351501046 9789351504306
Business and Management
Branding
Globalization--Economic aspects