The Science and Art of Branding
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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ACNielsen advertising analysis attitude attributes basic bonding brand architecture brand associations brand choice brand communication brand concept brand equity brand extension brand function brand identity brand image brand loyalty brand management brand meanings brand personality brand relationship brand strategy brand system brand values buyers Cadbury Schweppes Chapter characteristics company’s components consumers core meanings corporate brand create culture decisions degree differentiation dimensions distinguish Douwe Egberts emotional evaluation example experience factors Figure focus Gesamtkunstwerk goals Grolsch identify important individual brands influence integrated interactions Lego linked main brand market share marketing communication Martha Stewart mental brand equity mission needs Nestlé Nike organization perceived percent Principle product category programs purchasing behavior relationship marketing relevant role saliency segment share of customer social Source specific stakeholders Starbucks strategy development strong brands sub-brand Superbrands symbolic Unilever users vision