The Brand Challenge
Adapting Branding to Sectorial Imperatives
(Sprache: Englisch)
Looks at the application of branding across all market categories.
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Looks at the application of branding across all market categories.
Inhaltsverzeichnis zu „The Brand Challenge “
** Chapter - 01: Focus: The future of your company depends on it - Al Ries; ** Chapter - 02: Identity: Don't lose it - Tony Allen; ** Chapter - 03: Brand innovation: Embracing change to innovate your brand and accelerate growth - Peter Fisk; ** Chapter - 04: Bridging the gap between brand idea and delivery in a move-faster-but-be-certain market: Why the traditional process of building a brand needs a reboot - Allen Adamson; ** Chapter - 05: Luxury branding - Jean-Noël Kapferer; ** Chapter - 06: Retail brand management: Perception, performance and improvement - Jesko Perrey and Thomas Meyer; ** Chapter - 07: Why brand matters in B2B - Michael D'Esopo and Simon Glynn; ** Chapter - 08: Managing media as brands: Case study - branding news organizations - Walter S McDowell, PhD; ** Chapter - 09: Brand not bland: The financial services challenge - Mike Symes; ** Chapter - 10: Building a breakthrough non-profit brand - Jocelyne Daw; ** Chapter - 11: A brand/story conceptual framework - for understanding mass fashion - Joseph H Hancock, II PhD; ** Chapter - 12: Research advances in the building of hotel brands - Professor John O'Neill; ** Chapter - 13: The city as a brand - Jeremy Hildreth and JT Singh; ** Chapter - 14: Technology branding: Building long-term value in a system-update world - Howard Breindel, Jonathan Paisner and Seth Margolis; ** Chapter - 15: Football brands - Sue Bridgewater
Autoren-Porträt von Kartik Kompella
Kartikeya Kompella (editor) is the author of Applying the Branding Iron and Building Brands, Building Meaning. He is also the editor of The Definitive Book of Branding. Kartikeya has written on branding for many websites and ran a column for five years on brandchannel.com.
Bibliographische Angaben
- Autor: Kartik Kompella
- 362 Seiten, Maße: 15,6 x 23,4 cm, Kartoniert (TB), Englisch
- Herausgegeben: Kartik Kompella
- Verlag: Kogan Page
- ISBN-10: 0749470151
- ISBN-13: 9780749470159
- Erscheinungsdatum: 01.11.2014
Sprache:
Englisch
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