INDICE: Preface. Part 1 Dynamics: Brand Language. 1 Globalization. 2 Speed.3 Desire. 4 The Cloud. 5 Imagination. 6 Experience. 7 Conversation. 8 Word ofMouth. 9 Open Source. 10 Social Networks. 11 Sustainability. 12 Transparency.13 Tribal. 14 Innovation. 15 Tipping Point. 16 Crowdsourcing. 17 Free. 18 Ubiquity. 19 Good and Different. Part 2 Intelligence: Brand Basics. 20 Managing Perception. 21 Identity. 22 Dimensions. 23 Visions. 24 Essence. 25 Choice. 26 Brand Alignment. 27 Positioning. 28 Touchpoints. 29 Stakeholders. 30 Authenticity. 31 Placemaking. 32 Brand as Asset. 33 Intangibles. 34 Brand Architecture. 35 Trademark Topology. 36 Recognition. Part 3 Drive: Brand Management. 37 Branding. 38 Fight or Flight. 39 Gap Analysis. 40 Flow. 41 Singularity. 42 Culture. 43 Service. 44 Collaboration. 45 360. 46 Time Management. 47 Marketing. 48 80/20. 49 Focus. 50 Onliness. 51 SWOT. 52 Perceptual Mapping. Lists. Acknowledgments. Bibliography. Index. Authors. Contact.
- ISBN: 978-0-470-43342-3
- Editorial: John Wiley & Sons
- Encuadernacion: Cartoné
- Páginas: 152
- Fecha Publicación: 02/03/2011
- Nº Volúmenes: 1
- Idioma: Inglés