| 000 -LEADER |
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| fixed length control field |
02007cam a22002894a 4500 |
| FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
030116s2003 nyua b 001 0 eng |
| LIBRARY OF CONGRESS CONTROL NUMBER |
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| LC control number |
2003001112 |
| INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
0814406815 |
| CATALOGING SOURCE |
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| Original cataloging agency |
DLC |
| Transcribing agency |
DLC |
| Modifying agency |
DLC |
| AUTHENTICATION CODE |
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| Authentication code |
pcc |
| LIBRARY OF CONGRESS CALL NUMBER |
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| Classification number |
HD69.B7 |
| Item number |
V36 2003 |
| DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
658.8/27 |
| Edition number |
21 |
| DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20170126093203.0 |
| CONTROL NUMBER |
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| control field |
18986 |
| CONTROL NUMBER IDENTIFIER |
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| control field |
UOWD |
| MAIN ENTRY--PERSONAL NAME |
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| Personal name |
VanAuken, Brad. |
| TITLE STATEMENT |
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| Title |
Brand aid : |
| Remainder of title |
an easy reference guide to solving your toughest branding problems and strengthening your market position / |
| Statement of responsibility, etc |
Brad VanAuken. |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
New York : |
| Name of publisher, distributor, etc |
American Management Association, |
| Date of publication, distribution, etc |
c2003. |
| PHYSICAL DESCRIPTION |
|---|
| Extent |
v, 306 p. : |
| Other physical details |
ill ; |
| Dimensions |
24 cm. |
| BIBLIOGRAPHY, ETC. NOTE |
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| Bibliography, etc |
"Online brand management and advertising resources": p. [291]-298. |
| BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and index. |
| FORMATTED CONTENTS NOTE |
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| Formatted contents note |
Introduction to brand management: The importance of brands -- Understanding the language of branding -- The brand management process : an overview -- Understanding the consumer -- Understanding the competition -- Brand design -- Brand identity standards and systems -- Building the brand: Driving the consumer from brand awareness to brand insistence -- Brand advertising -- Non-traditional marketing approaches that work -- Brand building on the Internet -- Developing a brand building organization - Integrated brand marketing -- Creating the total brand experience -- Leveraging the brand: Brand extension -- Global branding -- Brand metrics: Brand research -- Brand equity measurement -- Other brand management considerations: How organization age and size affect brand management issues -- Legal issues in brand management -- Brand managmenet, a summary: -- Common brand problems -- Twenty keys to success in brand building : a summary -- Appendix A: Brand audits -- Appendix b: Brand management and marketing resources -- Appendix C: Brand management quiz. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Brand name products |
| General subdivision |
Management. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Branding (Marketing) |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Trademarks |
| General subdivision |
Design. |
| ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
REGULAR |