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The Definitive Book of Branding
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The Definitive Book of Branding

First Edition
Edited by:
Critical Acclaim


August 2014 | 432 pages | SAGE Publications Pvt. Ltd

With the growing body of knowledge on branding, there are now more facets of branding that brand custodians need to know than ever before. A unique compilation of branding experts, The Definitive Book of Branding addresses the needs of branding professionals across the world. 
 
The book walks the reader through the different ways in which brands drive the company’s strategy, bring meaning to employees, instil passion in consumers, and maintain their appeal over time and across countries.

It does not look only at the marketing aspect of brands but also at the organizational aspects of branding, which provides a holistic approach to the subject.

 
 
List of Tables and Figures
Keith Weed
Foreword
 
Preface
 
I: BUILDING BLOCKS
Al Ries
The Essence of Positioning
Mark Batey
Creating Meaningful Brands: How Brands Evolve from Labels on Products to Icons of Meaning
 
II: FROM NICHE TO MAINSTREAM
John Simmons
The Power of Words and Stories
Douglas Atkin
All Together Now: The New and Vital Strategy of "Community"
Adam Morgan
What It Really Means to Be a Challenger in Today’s World
Michael B Beverland
Building Brand Authenticity
Daryl Travis
The Most Important Brand Question: How Does It Make Them Feel?
Jean-Noel Kapferer
Brands and Innovation
Kartikeya Kompella
Branding with a Cause
 
III: BRANDING BEYOND MARKETING
Nicholas Ind
Living The Brand
Richard Mosley
Employer Brand Management
Sicco van Gelder
Global Branding: Strategy, Creativity, and Leadership
Jan Lindemann
Brand Valuation: Identifying and Measuring the Economic Value Creation of Brands
 
IV: TOGETHER WE STAND
Tom Blackett
Co-Branding
Clare Fuller and Arunima Kapoor
The Guide to Co-Creation
 
V: BUILDING BRANDS ON BELIEF
Patrick Hanlon
What Chatterjee Said: Designing Brands From The Inside Out
Helen Edwards & Derek Day
Passion Brands: The Extraordinary Power of Brand Belief
Kevin Roberts
Lovemarks in the Age of Now
 
Index

For instructors

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ISBN: 9788132117735
£25.99