TY  - BOOK
AU  - Davis,Melissa
TI  - The fundamentals of branding
T2  - AVA academia series
SN  - 9782940373987 (paperback)
AV  - HF5415.15 .D38 2017
PY  - 2017///
CY  - Lausanne
PB  - AVA Academia
KW  - Branding (Marketing)
N1  - 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
ER  -