Building Distinctive Brand Assets (inbunden)
Fler böcker inom
Format
Inbunden (Hardback)
Språk
Engelska
Antal sidor
248
Utgivningsdatum
2018-04-12
Förlag
OUP Australia & New Zealand
Dimensioner
234 x 160 x 18 mm
Vikt
409 g
Antal komponenter
1
ISBN
9780190311506
Building Distinctive Brand Assets (inbunden)

Building Distinctive Brand Assets

Inbunden Engelska, 2018-04-12
279
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Building Distinctive Brand Assets provides readers with long-term strategies to build and protect Distinctive Assets.
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Fler böcker av Jenni Romaniuk

  • How Brands Grow: Part 2

    Jenni Romaniuk

    How Brands Grow Part 2 is about the fundamentals of buying behaviour and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. This book is for readers of the first 'How Brands Gr...

Övrig information

Jenni Romaniuk is a Research Professor and Associate Director (International) of the Ehrenberg-Bass Institute at the University of South Australia Business School.

Innehållsförteckning

Table of Contents List of Figures List of Tables Contributors Acknowledgments 1. Introduction 2. The formation of a brand identity 3. The role of distinctive assets 4. How distinctive assets help build mental availability 5. How distinctive assets help build physical availability 6. Using distinctive assets to signal meaning 7. The corporate, parent, sub-brand hierarchy 8. Measuring asset strength 9. Metrics: Fame 10. Metrics: Uniqueness 11. Metrics: The Grid 12. Types of distinctive assets 13. Colour as an asset 14. The Power of Sound 15. Taglines and other words 16. The celebrity dilemma 17. Keeping relevant (in a changing world) Bibliography