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Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010197199 | HF5415.1255 F73 2009 | Open Access Book | Book | Searching... |
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Summary
Summary
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.
Reviews 1
Choice Review
Franzen and Moriarty bring their wealth of experience in advertising, communications, and teaching to their newest book on branding, which is designed to impart "understanding the brand phenomenon." Franzen is a leading figure in the Dutch and European advertising communities and has written several books on branding. Moriarty has published extensively in related academic areas, in addition to her experience in the field. The book is impressive and thorough. It covers the phenomenon of branding from many different perspectives, with emphasis on theory and gesamtkunstwerk--the "art of brand integration." This is what separates this work from the many popular books on branding, which tend to focus on lists and smaller pearls of wisdom, devoid of theory. Instead, this book might be compared to a more academic work such as Kellogg on Branding, edited by Alice Tybout and Tim Calkins (2005), which offers the perspectives of many different faculty members. Summing Up: Highly recommended. Graduate students, researchers and faculty, and brand management professionals. D. Aron Dominican University
Table of Contents
| Introduction: The Science and Art of Branding |
| Part 1 The Nature of Brands |
| 1 The Brand As a System |
| 2 Branding in Context |
| Part 2 Brand Strategy Development: The Company Perspective |
| 3 Brand Strategy Development |
| 4 Brand Functions |
| 5 Brand Core Concept |
| 6 Brand Identity |
| 7 Strategic Brand Segmentation |
| Part 3 Brand Strategy Meets Brand Perception |
| 8 Brand Differentiation and Positioning |
| 9 Consumer Needs and Values |
| 10 Brand Personality |
| 11 Brand Meaning |
| 12 Brand Relationships and Reputation |
| Part 4 Brand Equity: Expansion and Integration |
| 13 Brand Strength and Saliency |
| 14 Brand Span and Brand Extension |
| 15 Brand Portfolio and Brand Architecture |
| 16 Consumer Brand Equity |
| 17 Market Brand Equity |
| 18 Brand Valuation |
| 19 Gesamtkunstwerk: The Art of Brand Integration |
| References |
| Index |
| About the Authors |
