02073nam a22002297a 4500 20140904104515.0 ENG-110718 9788132117735 895.00 EN-94250 DBAD/PUB 658.827 The definitive book of branding / edited by Kartikeya Kompella New Delhi Sage 2014 B1/ I-1 Mohan Cooperative Industrial Area,Mathura Road New Delhi 110044 xx,408p. 24cm(pbk) Includes bibliographical references and index. Foreword -- Preface -- Building blocks -- The essence of positioning / Al Ries -- Creating meaningful brands : how brands evolve from labels on products to icons of meaning / Mark Batey -- From niche to mainstream -- The power of words and stories / John Simmons -- All together now : the new and vital strategy of "community" / Douglas Atkin -- What it really means to be a challenger in today’s world / Adam Morgan -- Building brand authenticity / Michael B. Beverland -- The most important brand question : how does it make them feel? / Daryl Travis -- Brands and innovation / Jean-Noel Kapferer -- Branding with a cause / Kartikeya Kompella -- Branding beyond marketing -- Living the brand / Nicholas Ind -- Employer brand management / Richard Mosley -- Global branding : strategy, creativity, and leadership / Sicco van Gelder -- Brand valuation : identifying and measuring the economic value creation of brands / Jan Lindemann -- Together we stand -- Co-branding / Tom Blackett -- The guide to co-creation / Clare Fuller and Arunima Kapoor -- Building brands on belief -- What Chatterjee said : designing brands from the inside out / Patrick Hanlon -- Passion brands: the extraordinary power of brand belief / Helen Edwards and Derek Day -- Lovemarks in the age of now / Kevin Roberts -- Index -- About the editor and contributors. Branding (Marketing) Globalization Economic aspects. Kompella, Kartikeya ddc EN DEF 658.827 88269 88269 0 0 0 1 NFIC DBAD DBAD 2014-09-03 DBAD/PUB 895.00 0 658.827 DEF EN-94250 2014-09-03 00:00:00 1 895.00 EN