Intro -- 1 Market Orientation and Brand Strategies -- 1.1 RENOVA: Branding RENOVAted -- 1.2 BLU eCigs UK: A Smoking Hot Dilemma -- 1.3 VERNEL: Spring Awakening -- 1.4 T-TECH by TUMI: The Future of an Endorsed Brand? -- 1.5 GUINNESS Nigeria: Is the Brand Losing its Power? -- 2 Branding...

This is one of the most thoughtful books on branding I've come across. Most such books are either quickly-crafted "how-to" books or academic tomes over-burdened with references. This book is thoughtful because it raises questions which deal with the "why" rather than just "how" of branding. The...

Intro -- Title Page -- Copyright -- Dedication -- Before We Begin -- Chapter 1: The Rise of the Experience -- The Experience R/Evolution -- Recalibrating the Marketing Mix -- The New Branding Frontier -- Reference -- Chapter 2: The Psychology of Engagement -- The Science Behind Relationships --...

This unique book focuses upon service design, including retail and multi-channel marketing matters pertinent to the current age where physical contact with consumers has resurfaced as an enduring part of the marketing and branding landscape - complementary to online and virtual worlds

1. The online brand community -- 2. Brand characteristics -- 3. Relational characteristics in social media -- 4. Community characteristics -- 5. Virtually there -- 6. The nature of fandom and shared power in the social environment -- 7. Past, present, and future of digital brand communities --...