The Science and Art of Branding (Paperback)
  • The Science and Art of Branding (Paperback)
zoom

The Science and Art of Branding (Paperback)

(author), (author)
£44.99
Paperback 558 Pages / Published: 01/10/2008
  • Not available

This product is currently unavailable.

  • This item has been added to your basket
This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. "The Science and Art of Branding" makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions - and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communications, as well as actual brand managers. The book explains theoretical concepts and illustrates them with real-life examples that include case studies and findings from large-scale market research. Every chapter opens with a mini-case history, and boxed inserts featuring quotes from experts appear throughout the book. "The Science and Art of Branding" also goes much more deeply than other works into the core concept of brand equity, employing new measurement systems only developed over the last few years.

Publisher: Taylor & Francis Ltd
ISBN: 9780765617910
Number of pages: 558
Weight: 1066 g
Dimensions: 254 x 178 x 33 mm

You may also be interested in...

The Sell
Added to basket
£14.99
Paperback
The 22 Immutable Laws Of Marketing
Added to basket
Marketing For Dummies
Added to basket
Hooked
Added to basket
£12.99
Hardback
Do Purpose
Added to basket
£8.99
Paperback
Selling
Added to basket
DK
£5.99
Paperback
Contagious
Added to basket
£9.99
Paperback
The Trusted Advisor
Added to basket
Brilliant Selling
Added to basket
£12.99
Paperback
Selling For Dummies
Added to basket
£12.99
Paperback
Get Up to Speed with Online Marketing
Added to basket
Marketing Management, Global Edition
Added to basket
Essentials of Marketing
Added to basket
Growth Hacker Marketing
Added to basket
Positioning: The Battle for Your Mind
Added to basket

Please sign in to write a review

Your review has been submitted successfully.