1405;Thousand Oaks : SAGE Publications India Pvt Ltd, 2014.
Added to CLICnet on 01/28/2015
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Notes:
- Includes bibliographical references and index.
- 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.
Subjects:
Requested by Kurpiers, R