Buy
Bookshop
Fundamentals of Branding. Ebook
AnonymousUser
Index
Fundamentals of Branding. Ebook
Cover
Cover (1)
Title
Copyright
Copyright (1)
Copyright (2)
Contents
Presentation
Prologue
Chapter 1. The Brand
1.1. The Concept of Brand
1.2. To Brand or not to Brand?
1.3. Can Everything have a Brand?
Chapter 2. Brand Equity
2.1. The Concept of Brand Equity
2.2. Characterisitcs of Brand Equity
2.3. Perspectives of Brand Equity
Summary
Case Study
Chapter 3. Brand Capital
3.1. Concept of Brand Capital
3.2. Characteristics of Brand Capital
3.3. Perspectives of Brand Capital
Summary
Case Study
Chapter 4. Brand Capital and Brand Equity Models
4.1. Farquhar’s Proposal
4.2. Aaker’s Proposal
4.3. Keller’s Proposal
4.4. The Proposal of Faircloth, Capella and Alford
4.5. The Proposal of Yoo and Donthu
4.6. The Proposal of Delgado and Munuera
4.7. The Proposal of Buil, Martínez and De Chernatony
4.8. Comparison of the Main Models and Proposal of a Brand Capital Model
Summary
Case Study
Chapter 5. Elements of Brand Capital
5.1. Brand Awareness
5.2. Brand Image
5.3. Perceived Quality
5.4. Brand Loyalty
5.5. Other Brand Assets
Summary
Case Study
Chapter 6. Branding Management
6.1. Branding: Concept and Importance
6.1.1. The Brain
6.1.2. The Heart
6.1.3. The Soul
6.2. Brand Anatomists
6.2.1. Brand Culture
6.2.2. Brand Engagement
6.2.3. The Organizational Structure
6.3. Strategic Brand Management
6.3.1. Building Powerful Brands
6.3.2. Complexity in the Construction of Brands
6.3.3. The Development of the Branding Plan
Summary
Case Study
Chapter 7. Brands and Current Trends
7.1. Technology, Innovation and Business
7.2. eBranding: Concept and Importance
7.3. To eBrand or no to eBrand?
Case Study
Summary
Glossary of Terms
References
In this book:
Content of the Book
My notes
My highlights
Settings
Font:
- Original Font -
Arial
Courier
Georgia
Palatino
Sans Forgetica
Tahoma
Times New Roman
Verdana
Text size:
Aa
Aa
Reset text size
Background color:
Aa
Aa
Aa
Aa
Interface language:
English (US)
English (UK)
Español
Català
Bookmarks
Highlights
Notes
Facebook
Twitter
LinkedIn
Dictionary
Wikipedia
1
Fundamentals of Branding. Ebook
·