| 000 -LEADER |
|---|
| fixed length control field |
02152nam a22002777a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
APU |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20220819094945.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
210812s2017 sz a b 000 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9782940373987 (paperback) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
2940373981 (paperback) |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
(OCoLC)318413817 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
UKM |
| Transcribing agency |
APU |
| Modifying agency |
SF |
| Language of cataloging |
eng |
| 050 ## - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5415.15 |
| Item number |
.D38 2017 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Davis, Melissa |
| 9 (RLIN) |
47587 |
| 245 14 - TITLE STATEMENT |
|---|
| Title |
The fundamentals of branding / |
| Statement of responsibility, etc |
Melissa Davis |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Lausanne : |
| Name of publisher, distributor, etc |
AVA Academia ; |
| Date of publication, distribution, etc |
c2017 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
183 pages. : |
| Other physical details |
ill. (chiefly color) ; |
| Dimensions |
23 cm |
| 490 1# - SERIES STATEMENT |
|---|
| Series statement |
AVA academia series |
| 490 1# - SERIES STATEMENT |
|---|
| Series statement |
AVA fundamentals |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references |
| 505 00 - FORMATTED CONTENTS NOTE |
|---|
| Miscellaneous information |
1. |
| Title |
What is a brand? -- |
| -- |
Defining branding -- |
| -- |
Brand history -- |
| -- |
The marketing matrix -- |
| -- |
The basic brand development process -- |
| -- |
Teamwork and talent -- |
| -- |
The agency playing field -- |
| -- |
The client/agency relationship -- |
| Miscellaneous information |
2. |
| Title |
Deconstructing brands -- |
| -- |
Brand structures -- |
| -- |
Brand families -- |
| -- |
The brand development methodology -- |
| -- |
Brand positioning -- |
| -- |
Brand values -- |
| -- |
Developing the 'creative' -- |
| -- |
Communicating the brand -- |
| -- |
Maintaining the brand -- |
| Miscellaneous information |
3. |
| Title |
The changing brand audience -- |
| -- |
Understanding the brand audience -- |
| -- |
Audience attitudes and social shifts -- |
| -- |
Developing brands for audience 'types' -- |
| -- |
Brands, ethics and responsibility -- |
| -- |
The digital audience -- |
| -- |
Employee audiences -- |
| Miscellaneous information |
4. |
| Title |
Branding techniques -- |
| -- |
Techniques to diversify the brand -- |
| -- |
Forms of collaboration -- |
| -- |
Affinity marketing -- |
| -- |
Charity-based partnerships -- |
| -- |
The future of partnerships -- |
| Miscellaneous information |
5. |
| Title |
Assessing the brand impact -- |
| -- |
Why measure the brand? -- |
| -- |
Brand equity -- |
| -- |
How to measure the brand impact -- |
| -- |
Brand measurement models -- |
| -- |
Measurement in the business and marketing process -- |
| Miscellaneous information |
6. |
| Title |
Brand futures -- |
| -- |
Understanding brand trends -- |
| -- |
The evolution of brands -- |
| -- |
Key future trends -- |
| -- |
Industry perspectives: digital -- |
| -- |
Industry perspectives: brand strategy -- |
| -- |
Industry perspectives: innovation -- |
| -- |
Moving the brand forward -- |
| Miscellaneous information |
Conclusion |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Branding (Marketing) |
| 830 #0 - SERIES ADDED ENTRY--UNIFORM TITLE |
|---|
| Uniform title |
AVA academia |
| 9 (RLIN) |
33215 |
| 830 #0 - SERIES ADDED ENTRY--UNIFORM TITLE |
|---|
| Uniform title |
AVA fundamentals |
| 9 (RLIN) |
33217 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Koha item type |
Book |
