The Brand Challenge: Adapting Branding to Sectorial Imperatives - Softcover

Kompella

Softcover

ISBN 10: 0749470151 ISBN 13: 9780749470159

Verlag: Kogan Page, 2014

Inhaltsangabe

The Brand Challenge provides a comprehensive and topical examination of the application of branding across a variety of sectors including luxury goods, finance and not-for-profit; it proves essential reading for anyone involved in branding decisions or wanting to know more about the branding process.

Edited by leading brand analyst Kartikeya Kompella, The Brand Challenge explains the nuances of building brands in different industries with a chapter devoted to each to give the reader the most up-to-date understanding of how to apply brand theory.

It contains original contributions from many of the world's leading brand experts who lift the veil on brand building in their specific sector. The book encourages readers to apply practices from one category to another to foster innovation in brands and successful brand building.

Contributing authors:
Al Ries (focus), Tony Allen (identity), Peter Fisk (innovation), Allen Adamson (brand), Professor Jean-Noël Kapferer (luxury), Jesko Perrey (retail), Thomas Meyer (retail), Simon Glynn (B2B), Michael D'Esopo (B2B), Professor Walter McDowell (TV), Mike Symes (finance), Jocelyne Daw (non-profit), Professor Joseph Hancock (fashion), Professor John O'Neill (hospitality), Jeremy Hildreth (city), JT Singh (city), Howard Breindel (technology), Sue Bridgewater (football)

Über diesen Titel

Über die Autorin bzw. den Autor

Kartikeya Kompella is the Founder of Purposeful Brands and was part of India's first brand consultancy. He has written for many websites on branding and ran a column on Interbrand's web portal brandchannel.com for 5 years. He is a past nominee for the John and Mary Goodyear Award for Excellence in International Market Research and has spoken at various international conferences on cause related branding and other marketing topics. In addition to being the editor of The Brand Challenge (Kogan Page), he is the editor of The Definitive Book of Branding and author of Building Brands, Building Meaning and Applying the Branding Iron.

Details zur Ausgabe

• Verlag: Kogan Page
• Erscheinungsdatum: 2014
• Sprache: Englisch
• ISBN 10: 0749470151
• ISBN 13: 9780749470159
• Einband: Tapa blanda
• Auflage: 1
• Anzahl der Seiten: 360
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar