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Brand Equity & Advertising: Advertising's Role in Building Strong Brands (Advertising and Consumer Psychology). Капитал бренда и реклама: роль рекламы в создании сильных брендов (Реклама и психология потребителей)

Опубликовано на портале: 31-10-2003
Изд-во: Lawerence Erlbaum Associates, 1993
Тематический раздел:
This book does not really address questions like how does the brand fit with strategy or an organisation's core competences. But it does a superb job of illustrating the huge variety of ways that creativity can be embedded into a brand's communication relationships with consumers.

Chris Macrae,
Editor of Brand Chartering Handbook and MELNET

Preface
Brand Equity and Advertising: An Overview
Part 1. A Global View on Building Brands
Part 2. The Brand Personality and Brand Equity
Part 3. The Role of Advertising in Creating Brand Equity
Part 4. Perspectives on Brand Equity
Part 5. Perspectives on Brand Extensions
Part 6. Case Studies and a Commentary
Indexes