MARC details
| 000 -LEADER |
|---|
| fixed length control field |
04114cam a2200457 i 4500 |
| 001 - CONTROL NUMBER |
|---|
| control field |
22764177 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
NU |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20240401115244.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
220824t20232023enka b 001 0 eng d |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
2022945259 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
978-1-3986-0815-3 |
| Qualifying information |
(Paperback) |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
(OCoLC)on1291876047 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
YDX |
| Language of cataloging |
eng |
| Transcribing agency |
YDX |
| Description conventions |
rda |
| Modifying agency |
YDX |
| -- |
HF9 |
| -- |
DLC |
| 042 ## - AUTHENTICATION CODE |
|---|
| Authentication code |
lccopycat |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF 5415.1255 B35 2023 |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.8/27 |
| Edition number |
23/eng/20221104 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Bailey, Simon, |
| Relator term |
author. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Myths of branding : |
| Remainder of title |
dispel the misconceptions and become a brand expert / |
| Statement of responsibility, etc. |
Simon Bailey and Andy Milligan. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
Second edition. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
|---|
| Place of publication, distribution, etc. |
London, United Kingdom ; |
| Name of publisher, distributor, etc. |
Kogan Page Limited, |
| Date of publication, distribution, etc. |
c2023. |
| 264 #4 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Date of production, publication, distribution, manufacture, or copyright notice |
©2023 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
viii, 255 pages : |
| Other physical details |
illustrations (black and white) ; |
| Dimensions |
21 cm. |
| 336 ## - CONTENT TYPE |
|---|
| Content type term |
text |
| Source |
rdacontent |
| 336 ## - CONTENT TYPE |
|---|
| Content type term |
still image |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
|---|
| Media type term |
unmediated |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
|---|
| Carrier type term |
volume |
| Source |
rdacarrier |
| 365 ## - TRADE PRICE |
|---|
| Price amount |
479.20 |
| 490 1# - SERIES STATEMENT |
|---|
| Series statement |
Business myths |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Previous edition: 2019. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographical references and index. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Myth 1 : Brands are just a way of charging you more for the same product -- Myth 2 : Once lost, trust can never be rebuilt -- Myth 3 : A strong brand can be used to prop up a bad business -- Myth 4 : Technology is diminishing the power of brands -- Myth 5 : Branding is just about the logo and advertising -- Myth 6 : Brands are bad for society, exploiting customers and workers to make profits -- Myth 7 : Brands don't have financial value -- Myth 8 : Brand valuation is entirely subjective and not worth doing -- Myth 9 : Brands don't generate meaningful returns -- Myth 10 : Differentiation is dead. Distinctiveness matters -- Myth 11 : The customer is always right -- Myth 12 : You need many decades to build a truly global brand -- Myth 13 : Having one brand is better than having lots of brands -- Myth 14 : A brand is "owned" by the marketing department -- Myth 15 : Brand purpose is just CSR by another name -- Myth 16 : Customer seeking a personal relationship with your brand -- Myth 17 : Branding is all fluff with no rigour or science -- Myth 18 : In certain types of business, brands don't really matter -- Myth 19 : Branding has nothing to do with the customer experience -- Myth 20 : Branding is all about the product -- Myth 21 : Creating brand names is easy -- Myth 22 : Brands are just consumer goods -- Myth 23 : Brands are just about what happens on the outside -- Myth 24 : There is no such thing as brand loyalty -- Myth 25 : A consistent brand identity is everything. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
A brand is just a logo - everyone knows that, don't they? After all, it's not as though a good brand can save a bad business, and besides, the digital revolution is making branding irrelevant. Myths of Branding, written by renowned branding experts Andy Milligan and Simon Bailey, explores the huge number of misguided, mistaken and blatantly false myths that abound in the branding arena. From the belief that developing brands is nothing more than fiddling with logos, to the perception that it's a 'soft' area of marketing that doesn't go beyond visual identity and that the customer is always right - these myths are all surprisingly entrenched, yet could not be further from the truth. Myths of Branding uses up-to-date case studies and witty examples to debunk these popular misconceptions, and replaces them with the reality of what it's really like to work in the world of branding. Jam-packed with entertaining anecdotes and useful information that practitioners can learn from, it guarantees a deeper, sharper understanding of the realities of branding and brand management. -- Provided by publisher. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
BRANDING (MARKETING). |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
LOGOS (SYMBOLS) |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Milligan, Andy, |
| Relator term |
co-author. |
| 830 #0 - SERIES ADDED ENTRY--UNIFORM TITLE |
|---|
| Uniform title |
Business myths. |
| 906 ## - LOCAL DATA ELEMENT F, LDF (RLIN) |
|---|
| a |
7 |
| b |
cbc |
| c |
copycat |
| d |
2 |
| e |
epcn |
| f |
20 |
| g |
y-gencatlg |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Koha item type |
Books |
| Suppress in OPAC |
No |
