The Brand innovation manifesto : how to build brands, redefine markets, and defy conventions
Title:
The Brand innovation manifesto : how to build brands, redefine markets, and defy conventions
Author:
Grant, John, 1964-
ISBN:
9780470027516
9781280411090
Personal Author:
Publication Information:
Chichester, West Sussex, England : John Wiley & Sons, Ltd, ©2006.
Physical Description:
xvii, 310 pages ; 24 cm
Contents:
SECTION I. BRAND THEORY REVISITED -- Challenges To The Old Model Of Branding -- A New Theory Of Branding -- The Trouble With Trends -- Strategy: Finding A Cultural Logic -- SECTION II. TYPOLOGY OF BRAND IDEAS -- New Traditions -- Belief Systems -- Time -- Herd Instincts -- Connecting -- Luxury -- Provocative -- Control -- SECTION III. DEVELOPING BRAND STRATEGIES.
Subject Term:
Electronic Access:
NetLibraryE-book - Full text from MyiLibrary
Table of contents http://catdir.loc.gov/catdir/toc/ecip068/2006005380.html
Table of contents http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=014874956&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Table of contents http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014874956&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Contributor biographical information http://catdir.loc.gov/catdir/enhancements/fy0741/2006005380-b.html
Publisher description http://catdir.loc.gov/catdir/enhancements/fy0741/2006005380-d.html