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You are the brand [electronic resource] /
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| 자료유형 | E-Book |
|---|---|
| 개인저자 | Adubato, Steve. |
| 서명/저자사항 | You are the brand[electronic resource] /Steve Adubato. |
| 발행사항 | New Brunswick, N.J. : Rutgers University Press, c2011. |
| 형태사항 | 1 online resource (xiv, 234 p.) |
| ISBN | 9780813550718 (electronic bk.) 0813550718 (electronic bk.) |
| 서지주기 | Includes bibliographical references. |
| 내용주기 | Tiger Woods : no one walks on water -- Buddy "the cake boss" Valastro : baking cakes and living dreams -- JH Cohn : branding for accountants? Why not! -- Toyota : putting the brakes on its brand -- Michael Port : living by the "golden rule" -- Blackberry : the brand you "can't live without" -- Barack Obama : a brand in transition -- Coke : it's the real thing -- Thirteen/WNET.org : beyond Sesame Street and Bill Moyers -- TD Bank : beyond colors, letters, and logos -- The Catholic Church : a brand in constant crisis -- Toast : knowing where your bread is buttered -- The New York Yankees : a lot more than a baseball brand -- The Kennedys : the rise and fall of America's "royal family" -- Hospital brands : hospitals branding in challenging and uncertain times -- Starbucks : "your usual, Steve?" -- Blackwater : changing your name doesn't fix your reputation -- Campbell soup : engage your employees -- awaken your brand -- Nick Matarazzo : staying in the game -- Martha Stewart : boy -- was I wrong -- Bobbi Brown : keeping it real -- Oprah : the "Babe Ruth" of modern-day branding -- BP Oil : total brand destruction -- TODAY : it's about yesterday, today, and tomorrow -- Howard Stern : "the king of media" -- E*TRADE : when your brand is a "baby" -- Gibbons : one name can communicate so much -- Governor Chris Christie : when being "blunt" is your brand -- Lebron James : when your "decision" hurts your brand -- Newsweek : Times they are a-changing -- Daniela Costanzo : spinning her magic -- Sarah Palin : so you want to be taken seriously? -- Rutgers University : the Block R success story -- TJ Nelligan : doing well by doing good -- Eliot Spitzer : go figure -- Wells Fargo/Wachovia : two banks into one -- the bottom line -- Make-a-Wish Foundation : granting lasting wishes -- Fox News: love 'em, hate 'em, trust 'em -- watch 'em. |
| 요약 | "Steve Adubato's entire professional life has been about branding-learning it, living it, making mistakes at it, teaching it at several universities, while discovering how to find the fine line between shameless self-promotion and smart, strategic branding-first for himself, then for others, and now for readers interested in an honest analysis of the good and bad in practiced branding. In You Are the Brand Adubato profiles the brands of more than thirty people and companies and skillfully analyzes and dissects their strategies"--Provided by publisher. |
| 일반주제명 | Branding (Marketing) -- Case studies. Branding (Marketing) BUSINESS & ECONOMICS / Advertising & Promotion. |
| 언어 | 영어 |
| 기타형태 저록 | Print versionAdubato, Steve.You are the brand.New Brunswick, N.J. : Rutgers University Press, c20119780813550428 |
| 대출바로가기 | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=433555 |
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