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Encyclopaedia of brand management Vol.2

By: Contributor(s): Material type: TextTextPublication details: New Delhi Anmol Pubs. Pvt. Ltd. 2009Description: v,337pDDC classification:
  • E-658.827 SET
Contents:
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
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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

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