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Index

  • Fundamentals of Branding. Ebook

  • Cover
  • Cover (1)
  • Title
  • Copyright
  • Copyright (1)
  • Copyright (2)
  • Contents
  • Presentation
  • Prologue
  • Chapter 1. The Brand
  •     1.1. The Concept of Brand
  •     1.2. To Brand or not to Brand?
  •     1.3. Can Everything have a Brand?
  • Chapter 2. Brand Equity
  •     2.1. The Concept of Brand Equity
  •     2.2. Characterisitcs of Brand Equity
  •     2.3. Perspectives of Brand Equity
  •     Summary
  •     Case Study
  • Chapter 3. Brand Capital
  •     3.1. Concept of Brand Capital
  •     3.2. Characteristics of Brand Capital
  •     3.3. Perspectives of Brand Capital
  •     Summary
  •     Case Study
  • Chapter 4. Brand Capital and Brand Equity Models
  •     4.1. Farquhar’s Proposal
  •     4.2. Aaker’s Proposal
  •     4.3. Keller’s Proposal
  •     4.4. The Proposal of Faircloth, Capella and Alford
  •     4.5. The Proposal of Yoo and Donthu
  •     4.6. The Proposal of Delgado and Munuera
  •     4.7. The Proposal of Buil, Martínez and De Chernatony
  •     4.8. Comparison of the Main Models and Proposal of a Brand Capital Model
  •     Summary
  •     Case Study
  • Chapter 5. Elements of Brand Capital
  •     5.1. Brand Awareness
  •     5.2. Brand Image
  •     5.3. Perceived Quality
  •     5.4. Brand Loyalty
  •     5.5. Other Brand Assets
  •     Summary
  •     Case Study
  • Chapter 6. Branding Management
  •     6.1. Branding: Concept and Importance
  •         6.1.1. The Brain
  •         6.1.2. The Heart
  •         6.1.3. The Soul
  •     6.2. Brand Anatomists
  •         6.2.1. Brand Culture
  •         6.2.2. Brand Engagement
  •         6.2.3. The Organizational Structure
  •     6.3. Strategic Brand Management
  •         6.3.1. Building Powerful Brands
  •         6.3.2. Complexity in the Construction of Brands
  •         6.3.3. The Development of the Branding Plan
  •     Summary
  •     Case Study
  • Chapter 7. Brands and Current Trends
  •     7.1. Technology, Innovation and Business
  •     7.2. eBranding: Concept and Importance
  •     7.3. To eBrand or no to eBrand?
  •     Case Study
  •     Summary
  • Glossary of Terms
  • References



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Fundamentals of Branding. Ebook · Contents