TY  - BOOK
AU  - Kompella, Kartikeya, ed.
TI  - The definitive book of branding
SN  - 9789351501046
PY  - 2014///
CY  - New Delhi
PB  - SAGE
KW  - Business and Management
KW  - Branding
KW  - Globalization--Economic aspects
N1  - 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
UR  - https://evidya.sagepub.in/library/the-definitive-book-of-branding?bookId=2801&siteName=evidya
ER  -