The Science and Art of Branding

<p>This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. "The Science and Art of Branding" makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions - and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communications, as well as actual brand managers. The book explains theoretical concepts and illustrates them with real-life examples that include case studies and findings from large-scale market research. Every chapter opens with a mini-case history, and boxed inserts featuring quotes from experts appear throughout the book. "The Science and Art of Branding" also goes much more deeply than other works into the core concept of brand equity, employing new measurement systems only developed over the last few years.</p>

Business & Money

Moriarty, Sandra E.

Franzen, Giep

Marketing & Sales

Routledge

The Mental World of Brands provides a compelling new startpoint for developing new and better relationships between brand and consumer. It asks: how does the brain work? How does it form memories and associations, and how can we make best use of this knowledge to leverage brands and protect and expand market share? The book shows how awareness is generated, how people put meanings to brands, and the importance of memory, emotion and language. It also discusses the use of brand research, not just as a separate academic area, but as an important part of the brand representation process. * Part One takes you to the caverns of the brain and provides a framework for the study of perception, learning, memory and recollection. * Part Two describes the brand-related information that is stored on people's memories. It examines brand awareness, brand meanings, brand emotions, positioning, brand attitudes and brand relationships. * Part Three is a practical overview of research techniques and how these can be applied specifically to brand representations. This important book offers a well-constructed approach to brands and branding, and is vital reading for advertising and marketing professionals, marketing academics and everyone involved with brand research. From the Foreword by Wendy Gordon 'We try to look for new nuggets of insight about the 'consumer-brand relationship' in the same over-mined hole in the earth. Giep Franzen's book guides us to a fertile and exciting new place to dig.'

The Mental World of Brands

Bouwman, Margot

NTC Publications

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