Linked e-resources
Details
Table of Contents
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.
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.