000			02073nam a22002297a 4500
005			20140904104515.0
010			_aENG-110718
020			_a9788132117735 _c895.00
035			_aEN-94250
037			_bDBAD/PUB
082			_a658.827
245			_aThe definitive book of branding / _cedited by Kartikeya Kompella
260			_aNew Delhi _bSage _c2014
270			_aB1/ I-1 Mohan Cooperative Industrial Area,Mathura Road _bNew Delhi _e110044
300			_axx,408p. _c24cm(pbk)
500			_aIncludes bibliographical references and index.
505			_aForeword -- 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.
650			_a Branding (Marketing)
650			_aGlobalization _xEconomic aspects.
700			_aKompella, Kartikeya
942			_2ddc _cEN _mDEF _h658.827
999			_c88269 _d88269