000			02394cam a22003258i 4500
001			18111403
003			OSt
005			20141113125752.0
008			140410s2014 cau b 001 0 eng
010			_a 2014012534
020			_a9788132117735 (paperback : alk. paper)
040			_aDLC _beng _erda _cDLC _dDLC _dSIU Central Library
042			_apcc
050	0	0	_aHF5415.1255 _b.D44 2014
082	0	0	_a658.827 _223 _b40576
245	0	4	_aThe definitive book of branding / _cedited by Kartikeya Kompella.
260			_aNew Delhi _bSage Response _c2014
263			_a1405
300			_axx, 408 pages cm
365			_bRs.895.00
366			_2Classics Book Distributors, Pune. Invoice No.6085
504			_aIncludes bibliographical references and index.
505	0		_aForeword -- Preface -- Building blocks -- The essence of positioning / Al Ries -- Creating meaningful brands : how brands evolve from labels on products to icons of meaning / Mark Batey -- From niche to mainstream -- The power of words and stories / John Simmons -- All together now : the new and vital strategy of "community" / Douglas Atkin -- What it really means to be a challenger in today's world / Adam Morgan -- Building brand authenticity / Michael B. Beverland -- The most important brand question : how does it make them feel? / Daryl Travis -- Brands and innovation / Jean-Noel Kapferer -- Branding with a cause / Kartikeya Kompella -- Branding beyond marketing -- Living the brand / Nicholas Ind -- Employer brand management / Richard Mosley -- Global branding : strategy, creativity, and leadership / Sicco van Gelder -- Brand valuation : identifying and measuring the economic value creation of brands / Jan Lindemann -- Together we stand -- Co-branding / Tom Blackett -- The guide to co-creation / Clare Fuller and Arunima Kapoor -- Building brands on belief -- What Chatterjee said : designing brands from the inside out / Patrick Hanlon -- Passion brands: the extraordinary power of brand belief / Helen Edwards and Derek Day -- Lovemarks in the age of now / Kevin Roberts -- Index -- About the editor and contributors.
650		0	_aBranding (Marketing)
650		0	_aGlobalization _xEconomic aspects.
700	1		_aKompella, Kartikeya, _eeditor of compilation.
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2ddc _cB
999			_c254912 _d254912