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The Science and Art of Branding: Giep Franzen and Sandra Moriarty

This document provides an overview of branding concepts across 19 chapters. It discusses the nature of brands as systems and how they operate within different contexts. The document outlines steps for developing brand strategy from the company perspective, including defining the brand core concept, identity, and segmentation strategies. It also examines how brand strategies intersect with consumer brand perceptions, including differentiation, personality, meaning, relationships, and equity. The document concludes by exploring topics like brand strength, extension, portfolio architecture, valuation, and full integration.

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Teodora Maria Deseaga
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458 views2 pages

The Science and Art of Branding: Giep Franzen and Sandra Moriarty

This document provides an overview of branding concepts across 19 chapters. It discusses the nature of brands as systems and how they operate within different contexts. The document outlines steps for developing brand strategy from the company perspective, including defining the brand core concept, identity, and segmentation strategies. It also examines how brand strategies intersect with consumer brand perceptions, including differentiation, personality, meaning, relationships, and equity. The document concludes by exploring topics like brand strength, extension, portfolio architecture, valuation, and full integration.

Uploaded by

Teodora Maria Deseaga
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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The

Science and Art


of Branding

Giep Franzen and Sandra Moriarty

^M.E.Sharpe
Armonk, New York
London, England
CONTENTS

Acknowledgments vii

Introduction ix

Part I. The Nature of Brands

1. The Brand as a System 3

2. Branding in Context 24

Part II. Brand Strategy Development: The Company Perspective

3. Brand Strategy Development 45


4. The Nature of Brands and Brand Functions 67
5. Brand Core Concept 88
6. Brand Identity 108
7. Strategic Brand Segmentation 123
Part III. Brand Strategy Meets Brand Perception
8. Brand Differentiation and Positioning 163
9. Brands and Consumer Needs and Values 196
10. Brand Personality 228
11. Brand Meaning and Brand Physique 259
12. Brand Relationships and Reputation 294

Part IV. Brand Equity: Expansion and Integration

13. Brand Strength and Brand Saliency 339


14. Brand Span and Brand Extension 378
15. Brand Portfolio and Brand Architecture 397
16. Consumer Brand Equity 424
17. Market Brand Equity 458
18. Brand Valuation 488
19. Gesamtkunstwerk: The Art of Brand Integration 505

References 529
Index 555
About the Authors 575

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