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The definitive book of branding/ edited by Kartikeya Kompella

Contributor(s): Kompella, Kartikeya, edMaterial type: Text

TextPublication details: New Delhi: SAGE, 2014Description: 433 pISBN: 9789351501046; 9789351504306Subject(s): Business and Management | Branding | Globalization--Economic aspectsOnline resources: Click here to access online

Contents:

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.

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode	Item holds
e-Books	Central Library, Sikkim University		Not for loan		E-2367

Total holds: 0

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.

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