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Informationen zum Autor Stephen Brown is Professor of Marketing Research at Ulster University, UK. He has written numerous books including Fail Better, Free Gift Inside and Wizard: Harry Potter’s Brand Magic , the last of which was translated into twelve languages. Once described as ‘the Antichrist of marketing’, his articles have appeared in the Journal of Marketing , the Journal of Consumer Research and the Harvard Business Review , among many others. A life-long jogger, who believes Nike is second to none, he writes comic novels in his spare time. Klappentext A fun and humorous introductory book that helps readers to begin to make sense of brands - what they are, what they do, why and how - through theory made enjoyable by plenty of current examples. Zusammenfassung A fun and humorous introductory book that helps readers to begin to make sense of brands - what they are! what they do! why and how - through theory made enjoyable by plenty of current examples. Inhaltsverzeichnis INTRODUCTION Chapter 1: The Rudiments of Branding PART I: COMPONENTS Chapter 2: Brand Names Matter Chapter 3: Emblems, Slogans, Mascots and More Chapter 4: Brands Tell Stories PART II: COMMANDMENTS Chapter 5: Brands are Living Things Chapter 6: Consumers Beware Chapter 7: Brand Management Chapter 8: Expanding the Brand PART III: CONSTRAINTS Chapter 9: The Brand Stops Here Chapter 10: The Dark Side of the Brand Chapter 11: Pop Goes the Brand CONCLUSION Chapter 12: The Brand Finale
