TY  - BOOK
AU  - Franzen, Giep.
TI  - The science and art of branding
SN  - 9780765617910 (paperback)
AV  - HF5415.1255 .F73 2015
PY  - 2015///
CY  - Abingdon, Oxon ; New York, N.Y.
PB  - Routledge, 
KW  - Branding (Marketing)
KW  - Brand name products
KW  - Consumer behavior
KW  - Social values
KW  - Management
KW  - Case studies
N1  - 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
ER  -