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Brands and branding / Stephen Brown.

By: Material type: TextTextPublication details: London : Sage , 2016.Description: xi, 282 pagesISBN:
  • 9781473919525 (pbk)
Subject(s): DDC classification:
  • 658.8B BRO
Contents:
The rudiments of branding -- Brand names matter -- Logos, slogans, mascots, and more -- Brands tell stories -- Brands are living things -- Consumers beware -- Brand management -- Expanding the brand -- The brand stops here -- The dark side of the brand -- Pop goes the brand -- The brand finale.
Summary: This book introduces 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.
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Holdings
Item type Current library Home library Call number Status Date due Barcode
Book Book Institute of Management Processing Center Institute of Management 658.8B BRO (Browse shelf(Opens below)) Available IMK15171

Includes bibliographical references (pages 247-276) and index.

The rudiments of branding -- Brand names matter -- Logos, slogans, mascots, and more -- Brands tell stories -- Brands are living things -- Consumers beware -- Brand management -- Expanding the brand -- The brand stops here -- The dark side of the brand -- Pop goes the brand -- The brand finale.

This book introduces 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.

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