Log In
Or create an account ->
Imperial Library
Home
About
News
Upload
Forum
Help
Login/SignUp
Index
Cover
Contents
Copyright
Title
Introduction
Chapter 01: All About Brands
A Brand Is Not . . .
A Brand Is . . .
Brand Taxonomies
Why Brands Are in Trouble?
What Is a Brand?
Brand Extensions
Brand Equity Enhancement (or Dilution) Index
Chapter 02: Branding in a Postmodern Culture
Branding Gets Metaphysical
Chapter 03: Strategic Perspectives of Branding
Decision Map for Brand Choices
Decision Map for Brand Leveraging
“Stand for something or you’ll fall for anything!”
The Involvement Grid
Brand Customer Interactions and Relationships Matrix
Chapter 04: Managing Brand Value
Start with Brand Strategy or Business Strategy?
Brand Awareness Is Not the Same as Brand Differentiation
Individual Products
Integrated Markets
Chapter 05: Brand Leadership
Case Study: Branded House versus House of Brands
Chapter 06: Luxury Brand Marketing
Old Luxury
New Luxury
We become consumers of illusions
Chapter 07: Strategic Branding Process
Chapter 08: Strategic Branding Assessment
Chapter 09: Strategic Brand Audit
Glossary
About the Author
Index
← Prev
Back
Next →
← Prev
Back
Next →