            
 |
|
|
The Science and Art of Branding
E-text available Click here to preview or purchase. |
||||||||||
|
|||||||||||
Comments/Reviews
Description: 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.
Selected 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
Comment(s): "Giep Franzen and Sandra Moriarty bring some rigorous, fresh thinking to the complex study of brands and branding. There is no question that holistic marketing is the wave of the future in branding, and the balanced, dynamic approach espoused by The Science and Art of Branding couldn't be more timely or important. This dynamic approach espoused by The Science and Art of Branding couldn't be more timely or important. This is essential reading." -- Kevin Lane Keller, Dartmouth College
"I always hoped Giep Franzen would write a book like this. Together with Sandra Moriarty, he has performed an act of liberation. Rather than merely being part of marketing, the brand is now a far-reaching discipline in its own right. Those who master that discipline--both its theory and its practice--will belong to a new class of managers. This book will help them make the grade." -- Klaus Brandmeyer, Brandmeyer Markenberatung, Hamburg, Germany
Review(s): The book is impressive and thorough. It covers the phenomenon of branding from many different perspectives. Highly recommended. Graduate students, researchers and faculty, and brand management professionals. Choice
    
|