Stephen Brown

Gebundenes Buch

Brands and Branding

Beschreibung

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.

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 theHarvard Business Review, among many others. A life-long jogger, who believes Nike is second to none, he writes comic novels in his spare time.  

Produktdetails

• Verlag: SAGE Publications Ltd
• Seitenzahl: 296
• Erscheinungstermin: 31. August 2016
• Englisch
• Abmessung: 250mm x 175mm x 21mm
• Gewicht: 694g
• ISBN-13: 9781473919518
• ISBN-10: 1473919517
• Artikelnr.: 45192771

Rezensionen

Brown's Ten Commandments of Branding offer a concise roadmap of dos and don'ts for brand success! [The book] devotes chapters to the components of brands (logos, names), their roles (they tell stories), their lives (brands are alive!), etc. Along with offering helpful reading lists at the end of each chapter, [and] "brand task" exercises to get you to think about brands from a variety of perspectives. One of my favorite passages is his overview of Robert Cialdini's views on persuasion and how they are relevant to brands. Joe Rydholm