Franzen, Giep.
The science and art of branding / Giep Franzen and Sandra Moriarty. - Abingdon, Oxon ; New York, N.Y. : Routledge, c2015. - xii, 575 p. : ill. ; 26 cm.
Includes bibliographical references (p. 529-554) and index.
The nature of brands -- Brant strategy development: the company perspective -- Brand strategy meets brand perception -- Brand equity: expansion and integration.
9780765617910 (paperback) 0765617919 (paperback)
Branding (Marketing)
Brand name products.
Consumer behavior.
Social values.
Branding (Marketing)--Management--Case studies.
HF5415.1255 / .F73 2015
The science and art of branding / Giep Franzen and Sandra Moriarty. - Abingdon, Oxon ; New York, N.Y. : Routledge, c2015. - xii, 575 p. : ill. ; 26 cm.
Includes bibliographical references (p. 529-554) and index.
The nature of brands -- Brant strategy development: the company perspective -- Brand strategy meets brand perception -- Brand equity: expansion and integration.
9780765617910 (paperback) 0765617919 (paperback)
Branding (Marketing)
Brand name products.
Consumer behavior.
Social values.
Branding (Marketing)--Management--Case studies.
HF5415.1255 / .F73 2015