000			00447nam a2200133Ia 4500
999			_c201143 _d201143
020			_a9789351501046
020			_a9789351504306
040			_cDepartment of Business and Management
245		4	_aThe definitive book of branding/ _cedited by Kartikeya Kompella
260			_bSAGE, _c2014. _aNew Delhi:
300			_a433 p.
505			_aForeword -- 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.
650			_aBusiness and Management
650			_aBranding
650			_aGlobalization--Economic aspects
700			_aKompella, Kartikeya, ed.
856			_uhttps://evidya.sagepub.in/library/the-definitive-book-of-branding?bookId=2801&siteName=evidya
942			_cEBK