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The Language of Branding
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Authors: John F. Gaski (University of Notre Dame, Notre Dame, IN, USA) 
Book Description:
The concept of branding is one of the most important, familiar, and useful in modern commerce and marketing. One important feature of “Branding in Commerce and Marketing” is the fresh look at branding architecture, i.e., alternative brand naming strategies, along with proposals for making brand structuring and interpretation more coherent. This new and unique book dissects some vexing conceptual and even semantic issues surrounding the venerable word “brand” itself and explores the usefulness of the conception of branding.

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Table of Contents:
Preface pp. i-xii

Chapter One: Introduction and Background, pp. 1-4

Chapter Two: The Problem and Implications, pp. 5-14

Chapter Three: Structural Subtleties, pp. 15-22

Chapter Four: Situation Assessment and Context, pp. 23-26

Chapter Five: Toward Resolution, pp. 27-36

Chapter Six: Conclusion, pp. 37-40

Epilogue: How I First Learned the Meaning of “Brand”, pp. 41-42


Bibliography I: Annotated

Bibliography II: Supplemental

Index pp. 43-95

      Management Science - Theory and Applications
   Binding: Softcover
   Pub. Date: 2013
   Pages: 107, 6 x 9
   ISBN: 978-1-61668-594-2
   Status: AV
Status Code Description
AN Announcing
FM Formatting
PP Page Proofs
FP Final Production
EP Editorial Production
PR At Prepress
AP At Press
AV Available
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The Language of Branding