Asia Pacific University Library catalogue


The fundamentals of branding / Melissa Davis

By: Davis, MelissaMaterial type: TextTextSeries: AVA academia | AVA fundamentalsPublication details: Lausanne : AVA Academia ; c2017Description: 183 pages. : ill. (chiefly color) ; 23 cmISBN: 9782940373987 (paperback); 2940373981 (paperback)Subject(s): Branding (Marketing)LOC classification: HF5415.15 | .D38 2017
Contents:
1. 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 -- 2. Deconstructing brands -- Brand structures -- Brand families -- The brand development methodology -- Brand positioning -- Brand values -- Developing the 'creative' -- Communicating the brand -- Maintaining the brand -- 3. 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 -- 4. Branding techniques -- Techniques to diversify the brand -- Forms of collaboration -- Affinity marketing -- Charity-based partnerships -- The future of partnerships -- 5. 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 -- 6. 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 -- Conclusion
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Item type Current library Collection Call number Copy number Status Date due Barcode
General Circulation General Circulation APU Library
Open Shelf 		Book HF5415.15 .D38 2017 c.1 (Browse shelf (Opens below)) 1 Available 00012951
Browsing APU Library shelves, Shelving location: Open Shelf, Collection: Book Close shelf browser (Hides shelf browser)
HF5415.135 .K47 2013 c.1 Strategic marketing problems : HF5415.135 .K47 2013 c.2 Strategic marketing problems : HF5415.15 .B37 2009 c.1 Overpromise and overdeliver : HF5415.15 .D38 2017 c.1 The fundamentals of branding / HF5415.15 .E43 2007 c.1 Strategic brand management / HF5415.15 .E43 2018 c.1 Strategic brand management / HF5415.15 .G55 2007 c.1 Authenticity :

Includes bibliographical references

1. 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 -- 2. Deconstructing brands -- Brand structures -- Brand families -- The brand development methodology -- Brand positioning -- Brand values -- Developing the 'creative' -- Communicating the brand -- Maintaining the brand -- 3. 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 -- 4. Branding techniques -- Techniques to diversify the brand -- Forms of collaboration -- Affinity marketing -- Charity-based partnerships -- The future of partnerships -- 5. 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 -- 6. 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 -- Conclusion

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