The Science and Art of Branding

by Sandra E. Moriarty and Giep Franzen

Book Overview

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...

• Format: Paperback
• Language: English
• ISBN: 0765617919
• ISBN13: 9780765617910
• Release Date: October 2008
• Publisher: Routledge
• Length: 588 Pages
• Weight: 2.30 lbs.
• Dimensions: 1.3" x 7.0" x 9.8"