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.
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