Research Catalog
The definitive book of branding
- Title
- The definitive book of branding / edited by Kartikeya Kompella.
- Publication
- New Delhi, India ; Thousand Oaks, California : SAGE, 2014.
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| Status | Format | Access | Call Number | Item Location |
|---|---|---|---|---|
Available - Can be used on site. Please visit New York Public Library - Schwarzman Building M2 to submit a request in person. | Text | Use in library | JBE 18-341 | Schwarzman Building M2 - General Research Room 315 |
Details
- Additional Authors
- Kompella, Kartikeya
- Description
- xx, 408 pages : illustrations; 24 cm
- Alternative Title
- Book of branding
- Branding
- Subjects
- Bibliography (note)
- Includes bibliographical references and index.
- Contents
- Foreword -- Preface -- Building blocks -- The essence of positioning / Al Ries -- Creating meaningful brands : how brands evolve from labels on products to icons of meaning / Mark Batey -- From niche to mainstream -- The power of words and stories / John Simmons -- All together now : the new and vital strategy of "community" / Douglas Atkin -- What it really means to be a challenger in today's world / Adam Morgan -- Building brand authenticity / Michael B. Beverland -- The most important brand question : how does it make them feel? / Daryl Travis -- Brands and innovation / Jean-Noel Kapferer -- Branding with a cause / Kartikeya Kompella -- Branding beyond marketing -- Living the brand / Nicholas Ind -- Employer brand management / Richard Mosley -- Global branding : strategy, creativity, and leadership / Sicco van Gelder -- Brand valuation : identifying and measuring the economic value creation of brands / Jan Lindemann -- Together we stand -- Co-branding / Tom Blackett -- The guide to co-creation / Clare Fuller and Arunima Kapoor -- Building brands on belief -- What Chatterjee said : designing brands from the inside out / Patrick Hanlon -- Passion brands: the extraordinary power of brand belief / Helen Edwards and Derek Day -- Lovemarks in the age of now / Kevin Roberts -- Index -- About the editor and contributors.
- Call Number
- JBE 18-341
- ISBN
- 9788132117735 (paperback : alk. paper)
- 8132117735 (paperback : alk. paper)
- LCCN
- 2014012534
- OCLC
- 876466674
- Title
- The definitive book of branding / edited by Kartikeya Kompella.
- Publisher
- New Delhi, India ; Thousand Oaks, California : SAGE, 2014.
- Type of Content
- text
- Type of Medium
- unmediated
- Type of Carrier
- volume
- Bibliography
- Includes bibliographical references and index.
- Added Author
- Kompella, Kartikeya, editor.
- Research Call Number
- JBE 18-341