The Science and Art of Branding

By Sandra E. Moriarty and Giep Franzen

Book Overview

Presents an overview of the thinking about the development of brand strategy. This title approaches successful brand strategy from both the producer and consumer perspectives. It makes distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions.

• Format: Paperback
• Language: English
• ISBN: 0765617919
• ISBN13: 9780765617910
• Release Date: October 2008
• Publisher: Routledge
• Length: 588 Pages
• Weight: 2.35 lbs.
• Dimensions: 1.3" x 7.0" x 9.8"