Branding TV : Principles and Practices.
Explains branding concepts, teaches how to measure brand equity, and suggests strategies to build brand equity.
Saved in:
| Online Access: |
Full text (MCPHS users only) |
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| Main Author: | |
| Other Authors: | |
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Burlington :
Elsevier,
2005
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| Edition: | 2nd ed. |
| Subjects: | |
| Local Note: | ProQuest Ebook Central |
Table of Contents:
- Introduction to Second Edition; About the Authors; CHAPTER 1: Competition Changes Everything; CHAPTER 2: Branding is Just a Fancy Name for Promotion, Right?; CHAPTER 3: Branding and the Marketing Mix; CHAPTER 4: Why People Like Brands; CHAPTER 5: Sales Promotion as Branding; CHAPTER 6: Say What You Mean, Mean What You Say: The Jargon of Brand Management; CHAPTER 7: TV Brand Equity: Why Brand Equity Is a Good Thing for TV; CHAPTER 8: Learning from Radio; CHAPTER 9: Building TV Brand Equity; CHAPTER 10: Measuring TV Brand Equity; CHAPTER 11: Who's in Charge of the Execution?
