The Science and Art of Branding

Presents an overview of the thinking about the development of brand strategy. This title approaches successful brand strategy from both the producer and consumer perspectives. It makes distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions.

Offers an overview of thinking about the development of brand strategy. This book approaches successful brand strategy from both the producer and consumer perspectives. It makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions, and explains how to fit them to build successful brands.

Autorentext

Giep Franzen, Sandra E. Moriarty

Klappentext

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.

Inhalt

I: The Nature of Brands; 1: The Brand as a System; 2: Branding in Context; II: Brand Strategy Development; 3: Brand Strategy Development; 4: The Nature of Brands and Brand Functions; 5: Brand Core Concept; 6: Brand Identity; 7: Strategic Brand Segmentation; III: Brand Strategy Meets Brand Perception; 8: Brand Differentiation and Positioning; 9: Brands and Consumer Needs and Values; 10: Brand Personality; 11: Brand Meaning and Brand Physique; 12: Brand Relationships and Reputation; IV: Brand Equity; 13: Brand Strength and Brand Saliency; 14: Brand Span and Brand Extension; 15: Brand Portfolio and Brand Architecture; 16: Consumer Brand Equity; 17: Market Brand Equity; 18: Brand Valuation; 19: Gesamtkunstwerk the art of Brand Integration