{"id":"https://openalex.org/W4300975414","doi":"https://doi.org/10.1007/978-1-349-12628-6","title":"Branding: A Key Marketing Tool","display_name":"Branding: A Key Marketing Tool","publication_year":1992,"publication_date":"1992-01-01","ids":{"openalex":"https://openalex.org/W4300975414","doi":"https://doi.org/10.1007/978-1-349-12628-6"},"language":"en","primary_location":{"id":"doi:10.1007/978-1-349-12628-6","doi":"https://doi.org/10.1007/978-1-349-12628-6","is_oa":false,"landing_page_url":"https://doi.org/10.1007/978-1-349-12628-6","pdf_url":null,"source":{"id":"https://openalex.org/S4306463716","display_name":"Palgrave Macmillan UK eBooks","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310319703","host_organization_name":"Palgrave Macmillan","host_organization_lineage":["https://openalex.org/P4310319703","https://openalex.org/P4310319965"],"host_organization_lineage_names":["Palgrave Macmillan","Springer Nature"],"type":"ebook platform"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":null,"raw_type":"book"},"volume":null,"type":"book","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5090991647","display_name":"John M. Murphy","orcid":"https://orcid.org/0000-0003-0200-7778","observed_orcids":["https://orcid.org/0000-0003-0200-7778"]},"institutions":[],"countries":[],"is_corresponding":true,"raw_author_name":"John M. Murphy","raw_affiliation_strings":["Interbrand Group, London, UK"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Interbrand Group, London, UK","institution_ids":[]}]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":["https://openalex.org/A5090991647"],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.8895,"has_fulltext":false,"cited_by_count":26,"citation_normalized_percentile":{"value":0.83489097,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":88,"max":98},"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.7178000211715698,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.7178000211715698,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.24009999632835388,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12738","display_name":"Corporate Identity and Reputation","score":0.029400000348687172,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/branding","display_name":"branding","score":0.9850000143051147},{"id":"https://openalex.org/keywords/brand-management","display_name":"brand management","score":0.7390000224113464},{"id":"https://openalex.org/keywords/brand-names","display_name":"brand names","score":0.671999990940094},{"id":"https://openalex.org/keywords/brand-equity","display_name":"brand equity","score":0.6650000214576721},{"id":"https://openalex.org/keywords/brand-assets","display_name":"brand assets","score":0.47600001096725464},{"id":"https://openalex.org/keywords/packaged-goods","display_name":"packaged goods","score":0.6629999876022339},{"id":"https://openalex.org/keywords/service-brands","display_name":"service brands","score":0.6240000128746033},{"id":"https://openalex.org/keywords/marketing-strategy","display_name":"marketing strategy","score":0.7269999980926514}],"concepts":[{"id":"https://openalex.org/C26517878","wikidata":"https://www.wikidata.org/wiki/Q228039","display_name":"Key (lock)","level":2,"score":0.724919319152832},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.7120491862297058},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5502719879150391},{"id":"https://openalex.org/C187452473","wikidata":"https://www.wikidata.org/wiki/Q2897903","display_name":"Goods and services","level":2,"score":0.48782065510749817},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.4795796275138855},{"id":"https://openalex.org/C9836676","wikidata":"https://www.wikidata.org/wiki/Q10450","display_name":"Indus","level":3,"score":0.46620070934295654},{"id":"https://openalex.org/C57375061","wikidata":"https://www.wikidata.org/wiki/Q453181","display_name":"Brand management","level":2,"score":0.4615384042263031},{"id":"https://openalex.org/C136006765","wikidata":"https://www.wikidata.org/wiki/Q1134689","display_name":"Corporate branding","level":3,"score":0.41148841381073},{"id":"https://openalex.org/C2777553437","wikidata":"https://www.wikidata.org/wiki/Q5378419","display_name":"English as a lingua franca","level":3,"score":0.41003355383872986},{"id":"https://openalex.org/C54750564","wikidata":"https://www.wikidata.org/wiki/Q26643","display_name":"Commerce","level":1,"score":0.37925198674201965},{"id":"https://openalex.org/C159789966","wikidata":"https://www.wikidata.org/wiki/Q80839","display_name":"Lingua franca","level":2,"score":0.2458406686782837},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.11466819047927856},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.09888795018196106},{"id":"https://openalex.org/C142362112","wikidata":"https://www.wikidata.org/wiki/Q735","display_name":"Art","level":0,"score":0.09586843848228455},{"id":"https://openalex.org/C136264566","wikidata":"https://www.wikidata.org/wiki/Q159810","display_name":"Economy","level":1,"score":0.065493643283844},{"id":"https://openalex.org/C15708023","wikidata":"https://www.wikidata.org/wiki/Q80083","display_name":"Humanities","level":1,"score":0.0641421377658844},{"id":"https://openalex.org/C38652104","wikidata":"https://www.wikidata.org/wiki/Q3510521","display_name":"Computer security","level":1,"score":0.06046450138092041},{"id":"https://openalex.org/C151730666","wikidata":"https://www.wikidata.org/wiki/Q7205","display_name":"Paleontology","level":1,"score":0.0},{"id":"https://openalex.org/C109007969","wikidata":"https://www.wikidata.org/wiki/Q749565","display_name":"Structural basin","level":2,"score":0.0},{"id":"https://openalex.org/C86803240","wikidata":"https://www.wikidata.org/wiki/Q420","display_name":"Biology","level":0,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1007/978-1-349-12628-6","doi":"https://doi.org/10.1007/978-1-349-12628-6","is_oa":false,"landing_page_url":"https://doi.org/10.1007/978-1-349-12628-6","pdf_url":null,"source":{"id":"https://openalex.org/S4306463716","display_name":"Palgrave Macmillan UK eBooks","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310319703","host_organization_name":"Palgrave Macmillan","host_organization_lineage":["https://openalex.org/P4310319703","https://openalex.org/P4310319965"],"host_organization_lineage_names":["Palgrave Macmillan","Springer Nature"],"type":"ebook platform"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":null,"raw_type":"book"}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W4233835936","https://openalex.org/W4235273954","https://openalex.org/W2429713915","https://openalex.org/W2477983485","https://openalex.org/W4252001741","https://openalex.org/W2407307342","https://openalex.org/W4386891666","https://openalex.org/W2528127509","https://openalex.org/W2954694796","https://openalex.org/W4210515813"],"abstract_inverted_index":{"Brands":[0],"are":[1,14],"among":[2],"the":[3,15,27,31],"most":[4,8],"valuable":[5],"assets":[6],"of":[7,9,18],"today's":[10],"corporations.":[11],"Brand":[12],"names":[13],"lingua":[16],"franca":[17],"commerce.":[19],"Branding":[20],"is":[21],"all":[22],"about":[23],"brands":[24],"in":[25],"both":[26],"packaged":[28],"goods":[29],"and":[30],"services":[32],"indus":[33]},"counts_by_year":[{"year":2025,"cited_by_count":2},{"year":2024,"cited_by_count":2},{"year":2023,"cited_by_count":1},{"year":2022,"cited_by_count":2},{"year":2021,"cited_by_count":1},{"year":2018,"cited_by_count":1},{"year":2017,"cited_by_count":1},{"year":2015,"cited_by_count":1},{"year":2014,"cited_by_count":2},{"year":2013,"cited_by_count":5}],"updated_date":"2026-10-08T09:06:37.294493","created_date":"2022-10-04T00:00:00"}
