Includes bibliographical references and index. New Book -- June -- 2015
Contents:
18. Kevin Roberts. Preface. -- Section 1: Building blocks. 1. Lovemarks in the age of now / Al Ries -- 2. Creating meaningful brands : how brands evolve from labels on products to icons of meaning / Mark Batey. -- Section 2: From niche to mainstream. 3. The power of words and stories / John Simmons -- 4. All together now : the new and vital strategy of "community" / Douglas Atkin -- 5. What it really means to be a challenger in today's world / Adam Morgan -- 6. Building brand authenticity / Michael B. Beverland -- 7. The most important brand question : how does it make them feel? / Daryl Travis -- 8. Brands and innovation / Jean-Noël Kapferer -- 9. Branding with a cause / Kartikeya Kompella. -- Section 3: Branding beyond marketing. 10. Living the brand / Nicholas Ind -- 11. Employer brand management / Richard Mosley -- 12. Global branding : strategy, creativity, and leadership / Sicco van Gelder -- 13. Brand valuation : identifying and measuring the economic value creation of brands / Jan Lindemann. -- Section 4: Together we stand. 14. Co-branding / Tom Blackett -- 15. The guide to co-creation / Clare Fuller and Arunima Kapoor. -- Section 5: Building brands on belief. 16. What Chatterjee said : designing brands from the inside out / Patrick Hanlon -- 17. Passion brands: the extraordinary power of brand belief / Helen Edwards and Derek Day -- 18. Lovemarks in the age of now / Kevin Roberts.
This resource is supported by the Institute of Museum and Library Services under the provisions of the Library Services and Technology Act as administered by State Library of Iowa.