The brand gap : (Registro nro. 215421)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02840nam a22003737a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | pucpr |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20241220105425.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 032410s2006 caua i 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER | |
| LC control number | 2006272689 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 0321348109 |
| International Standard Book Number | 9780321348104 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | pucpr |
| Transcribing agency | pucpr |
| Modifying agency | pucpr |
| Language of cataloging | eng |
| Description conventions | rda |
| 042 ## - | |
| Authentication code | pcc |
| 049 ## - LOCAL HOLDINGS | |
| Holding library | CARIBET |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HD69.B7 |
| Item number | N48 2006 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.8/27 |
| Edition number | 22 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Neumeier, Marty. |
| 9 (RLIN) | 258145 |
| 245 14 - TITLE STATEMENT | |
| Title | The brand gap : |
| Remainder of title | how to bridge the distance between business strategy and design : a whiteboard overview |
| Statement of responsibility, etc. | by Marty Neumeier. |
| Medium | txt |
| 250 ## - EDITION STATEMENT | |
| Edition statement | Revised edition |
| 264 ## - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE | |
| Place of production, publication, distribution, manufacture | Berkeley |
| Name of producer, publisher, distributor, manufacturer | New Riders |
| Date of production, publication, distribution, manufacture, or copyright notice | 2006 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 194 p. |
| Other physical details | ill. |
| Dimensions | 21 cm. |
| Type of unit | book |
| 336 ## - CONTENT TYPE | |
| Source | rdacontent |
| Content type code | txt |
| Content type term | text |
| 337 ## - MEDIA TYPE | |
| Source | rdamedia |
| Media type code | n |
| Media type term | unmediaded |
| 338 ## - CARRIER TYPE | |
| Source | rdacarrier |
| Carrier type code | nc |
| Carrier type term | volume |
| 500 ## - GENERAL NOTE | |
| General note | The title proper, other title information, and statement of reponsibility spread into four pages. |
| General note | "AIGA"--Cover. |
| General note | Includes index. |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Introduction --<br/>What a brand isn't 1 --<br/>Why is brand suddenly hot ? 8 --<br/>In verisign we trust 10 --<br/>What's your brand worth ? 12 --<br/>Brand happens 14 --<br/>The brand gap 15 --<br/>Introducing the charismatic brand 18 --<br/>Discipline 1 : Differentiate --<br/>Three little questions 31 --<br/>It's Different I like it 34 --<br/>The evolution of marketing 38 --<br/>Globalism vs tribalism 40 --<br/>Focus,focus, focus 44 --<br/>Are you growing or harvesting your brand ? 46 --<br/>Discipline 2 : Collaborate --<br/>It takes a village to build a brand 51 --<br/>The new collaboratives 54 --<br/>Hooray for Hollywood 62 --<br/>The power of prototypes 68 --<br/>Discipline 3 : Innovative --<br/>Where the rubber meets the road 73 --<br/>When everybody zigs, zag 76 --<br/>Brand or bland ? 80 --<br/>Those crazy new names 82 --<br/>Icons and avatars 87 --<br/>It's all packaging 90 --<br/>Does our website look fat in this dress ? 96 --<br/>Discipline 4 : Validate --<br/>The new communication model 101 --<br/>People are different 105 --<br/>Test is not a four letter word 106 --<br/>The myth of focus groups 110 --<br/>How to avoid getting skewed 112 --<br/>The swap test 114 --<br/>The concept test 118 --<br/>The field test 124 --<br/>What are we looking for? 126 --<br/>Discipline 5 : Cultivate --<br/>The living brand 133 --<br/>Every day you write the book 136 --<br/>The brand as a compass 138 --<br/>Protecting the brand 140 --<br/>Where are all the CBOS ? 142 --<br/>The virtuous circle 146 --<br/>Take home lessons 149 --<br/>Brand glosorry 159 --<br/>Recommended reading 181 --<br/>Acknowledgments 188 --<br/>Index 191 --<br/>About the author 194 -- |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Brand name products |
| 9 (RLIN) | 64903 |
| Source of heading or term | Local |
| Topical term or geographic name entry element | Branding (Marketing) |
| 9 (RLIN) | 204258 |
| Source of heading or term | Local |
| Topical term or geographic name entry element | Brand name products |
| General subdivision | Planning. |
| 9 (RLIN) | 64903 |
| Source of heading or term | Local |
| 710 2# - ADDED ENTRY--CORPORATE NAME | |
| Corporate name or jurisdiction name as entry element | American Institute of Graphic Arts. |
| 9 (RLIN) | 195615 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Library of Congress Classification |
| Koha item type | Libro |
| Edition | Revised edition |
| Classification part | HD69.B7 |
| Call number prefix | General |
| Call number suffix | N48 2006 |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Cost, normal purchase price | Inventory number | Total Checkouts | Full call number | Barcode | Date last seen | Copy number | Cost, replacement price | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Library of Congress Classification | CARIBET Biblioteca Arquitectura | CARIBET Biblioteca Arquitectura | Colección General CARIBET | 04/09/2009 | pionet | 24.95 | 446280 | General HD69.B7 N48 2006 | 91000000002758 | 27/05/2016 | 1 | 34.95 | 04/09/2009 | Libro |