The Science and Art of Branding

The Science and Art of Branding

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This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. qThe Science and Art of Brandingq makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions - and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communications, as well as actual brand managers. The book explains theoretical concepts and illustrates them with real-life examples that include case studies and findings from large-scale market research. Every chapter opens with a mini-case history, and boxed inserts featuring quotes from experts appear throughout the book. qThe Science and Art of Brandingq also goes much more deeply than other works into the core concept of brand equity, employing new measurement systems only developed over the last few years.The 75was expected toturnaround Rovera#39;s fortune; butthe brand became a problem that BMW miscalculated. ... a€œBMW was to be thefinest rear wheel drive car in theworld, and Rover was to be the first front wheel drive car in the worlda€ ( Mitchell 2000). Some managers had indeed become aware of the weaknessof the Rover brand andwanted to continue only with the brands Land Rover, Mini, and MG.

Title:The Science and Art of Branding
Author:Giep Franzen, Sandra E. Moriarty
Publisher:Routledge - 2015-02-12


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