Encyclopaedia of brand management Vol.2
Sethi, Sumit
Encyclopaedia of brand management Vol.2 - New Delhi Anmol Pubs. Pvt. Ltd. 2009 - v,337p.
CONTENTS Preface vii 1 Brand Planning and Brand Potential 1 2 Consumer Search for Brand Information 36 3 Added Values Beyond Functionalism 70 4 Brand Personality 94 5 Branding to Make Tangible 110 6 Brand Positioning Strategies 124 7 Consumer Segmentation 132 8 Brand Architecture and Brand Portfolio 143 9 Brand Identity and The Law 187 10 The Future of U.S. Retailing and Branding 210 Index 334
E-658.827 / SET
Encyclopaedia of brand management Vol.2 - New Delhi Anmol Pubs. Pvt. Ltd. 2009 - v,337p.
CONTENTS Preface vii 1 Brand Planning and Brand Potential 1 2 Consumer Search for Brand Information 36 3 Added Values Beyond Functionalism 70 4 Brand Personality 94 5 Branding to Make Tangible 110 6 Brand Positioning Strategies 124 7 Consumer Segmentation 132 8 Brand Architecture and Brand Portfolio 143 9 Brand Identity and The Law 187 10 The Future of U.S. Retailing and Branding 210 Index 334
E-658.827 / SET