A fun and humorous introductory book, written in Stephen Brown′s entertaining and highly distinctive style, that introduces curious readers to the key components of brands and helps them to begin to make sense of them — what they are, what they do, why and how — using plenty of examples and references drawn from a wide range brands such as Amazon, Apple, Google, Gucci, Nike, Nintendo, Starbucks, Swatch and The Worst Hotel in the World.
With 3, 000 branding books published each year, why would you (or your students) want to read Brands & Branding?
Here are seven reasons why:
Suitable for first and second year marketing or advertising students, and for those new to or interested in branding and who are keen to know more.
Содержание
INTRODUCTION
Chapter 1: The Rudiments of Branding
PART I: COMPONENTS
Chapter 2: Brand Names Matter
Chapter 3: Emblems, Slogans, Mascots and More
Chapter 4: Brands Tell Stories
PART II: COMMANDMENTS
Chapter 5: Brands are Living Things
Chapter 6: Consumers Beware
Chapter 7: Brand Management
Chapter 8: Expanding the Brand
PART III: CONSTRAINTS
Chapter 9: The Brand Stops Here
Chapter 10: The Dark Side of the Brand
Chapter 11: Pop Goes the Brand
CONCLUSION
Chapter 12: The Brand Finale
Об авторе
Stephen Brown is Professor of Marketing Research at Ulster University, UK. He has written numerous books including Fail Better, Free Gift Inside and Wizard: Harry Potter’s Brand Magic, the last of which was translated into twelve languages. Once described as ‘the Antichrist of marketing’, his articles have appeared in the Journal of Marketing, the Journal of Consumer Research and the Harvard Business Review, among many others. A life-long jogger, who believes Nike is second to none, he writes comic novels in his spare time.
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