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The Case Study of Vanitas, Vol. 1

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Step once more into the imagination of Jun Mochizuki, creator of New York Times-bestselling PandoraHearts ! A tale of vampires and curses set in a whimsical and dark steampunk Paris unfolds! On the streets, rumors abound of a clockwork grimoire said to sow curses among the vampires. Now, guided by the Book of Vanitas , the gears begun to turn, and the story of two men, Noe and Vanitas, takes shape...

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The Case Study of Vanitas, Vol. 1

Artist: Jun Mochizuki

Translated by: Taylor Engel

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The Case Study of Vanitas

9780316437356

Dec 20, 2016

OT (Older Teen)

9780316552813

The Case Study of Vanitas Volumes

The Case Study of Vanitas, Vol. 10

The Case Study of Vanitas, Vol. 9

The Case Study of Vanitas, Vol. 8

The Case Study of Vanitas, Vol. 7

The Case Study of Vanitas, Vol. 6

The Case Study of Vanitas, Vol. 5

The Case Study of Vanitas, Vol. 4

The Case Study of Vanitas, Vol. 3

The Case Study of Vanitas, Vol. 2

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Strongest Characters in The Case Study of Vanitas: Vanitas, Noe, & More

T he Case Study of Vanitas is a story based in a fictional 19th-century Paris where humans and vampires share the city. The story revolves around Vanitas and his companion, Noe Archiviste. They are on a quest to heal cursed vampires through the Book of Vanitas. It goes into detail about the Vampire born under the Blue Moon. He was isolated because of their fear, and thus, he swore vengeance against the vampires born under the Red Moon. His name was none other than Vanitas. The narrative is a memoir from the eyes of Noe Archiviste. He delves into how he came to meet Vanitas, their journey together, and how it eventually ends.  

Vanitas 

While he derives his name from an old vampire and uses his grimoire The Book of Vanitas. One wouldn't be harshly criticized if they had mistaken Vanitas for a vampire. And that speaks for Vanitas himself, who is a human first and foremost. While he isn't physically weak, he compensates for his lack of strength with his intelligence and grimoire. A combination of these two allows him to manipulate the actual names of vampires, making him a formidable presence within the series.

Noe Archiviste 

The sole survivor of the Archiviste clan, Noe is the narrator of the series and accompanies Vanitas on his journey of curing Vampires. While one may argue that Noe has been defeated several times within the series. It might be accurate, but his compassion and kindness prevent him from having a severe physical altercation.

Despite being a vampire himself, Noe treats vampires and humans as equally good creatures. It’s this good virtue that pulls him down from time to time. But make no mistake, with his ability to relive memories just by drinking the respective person's blood. It is safe to say one wouldn't want to get on his wrong side.

Lucius Oriflamme

He is one of the most powerful and influential characters in The Case Study of Vanitas. Despite his young age, he serves as the Grand Duke to the Vampire Queen herself. He's an aristocrat through and through.

Despite his childlike demeanor, he's quite skilled at manipulating others with his strategic ploys and engagement in political scenarios to further his motive and maintain his clan's position of power. To top it off, he holds Jeanne as his Chevalier.

Prolific, Revered, and the guardian of Lucius Oriflamme, Ruthven is often considered one of the most essential characters in The Case Study of Vanitas. Playing a pivotal role in ending the war between humans and vampires, he now finds himself as a member of the Senate and is well-known amongst humans as well.

He sought peace between humans and vampires during the war, even acting as a peacemaker. Having been betrayed by his students, he no longer shares the same passion and is ready to use any means to seek his desires. Cold, ruthless, and feared by vampire society, with his powers yet to be showcased, he's just a testament to the man that is Ruthven.

Jean-Jacques Chastel

Chastel is the protector and longtime companion of Chloe d'Apchier and the last surviving member of the d'Apchiers. His loyalty knows no bounds, as he goes on to sign a contract with the devil itself just to realize Chloe's wish. He turns himself into the very beast the village feared in exchange for his actual name. He wreaks havoc on anyone who tries to hurt Chloe, a symbol of his genuine and sincere feelings towards her.

The post Strongest Characters in The Case Study of Vanitas: Vanitas, Noe, & More appeared first on ComingSoon.net - Movie Trailers, TV & Streaming News, and More .

Amazon vs. Barnes & Noble: Case Analysis Essay

Introduction, review of the issue, switching publishers, having previous relationship with a publisher, acquisition.

Amazon’s aggressive strategy for acquiring exclusive rights for the representation of their writers has led to a conflict between the company and owners of other distribution outlets. This paper will analyze the battle between Amazon and Barnes & Noble.

The battle between the two publishers started in 2001 with Independent Publishers Group (IPG), the second-largest book distributor in the United States, denying Amazon the renewal of the agreement to sell Kindle titles. Amazon countered the attack from the industry by signing contracts with the two major press distributors Perseus Book Group and National Book Network, soon after the IPG’s announcement (Herther, 2012).

In January 2014, the management of Barnes & Noble decided against selling Amazon published books in their brick and mortar retail stores (Herther, 2012). The decision was taken in response to Amazon’s aggressive strategy for acquiring exclusive rights for the representation of their authors, agents, and publisher. The move was followed by the second largest B&M retailer Books-A-Million and by the electronic bookseller IndieCommerce (Herther, 2012).

The losses from the sales of Barns & Noble’s electronic book readers were offset by the revenues from the book sales up to the fourth quarter of fiscal 2013 (Trachtenberg, 2013). At that time, the company saw the 10% reduction in Nook sales and 24% decrease in earnings (Trachtenberg, 2013). The bookseller explained its financial losses by the high rates of write-downs on electronic reading devices, goodwill impairment charges that amounted to $18 million and lower sales in brick and mortar stores (Trachtenberg, 2013). According to its financial report, the company generated $475.4 million in losses (Trachtenberg, 2013). Barns & Noble decided to retreat from the competition with Amazon’s Kindle and stop producing color tablets.

Even though around 60 percent of the electronic book market is in Amazon’s control, its share of the print book market is only around 15 to 40 percent (Herther, 2012). It means that notwithstanding the company’s dominance in the e-books business, it still has room to grow (Herther, 2012). The company’s decision to move into the publishing business was the risky one. It was related to various pushbacks from its competitors, including the resistance from the American Booksellers Association and IPG (Herther, 2012). The rapid acceleration of Amazon’s publishing program started with the publishing of 122 titles in the fall of 2011 (Herther, 2012).

The response from the publishers and resellers was harsh. The chief buyer for Politics & Prose Mark LaFramboise said that the store will not sell books published by Amazon in the attempt to deny support to company’s “publishing venture” (Krug, 2012). The decision to boycott Amazon’s titles was also followed by Barnes & Noble who prohibited storing New Harvest books on the shells of their 689 brick and mortar stores (Krug, 2012). Therefore, it can be argued that the publishing move was not wise because the company failed to predict the extent to which both large and small, independent publishers could collaborate.

On the one hand, changing a publisher is a risky venture that has to be avoided at all cost, on the other hand, a shifting digital landscape might offer new benefits for established writers, which were not previously accessible to them. The growing competition in publishing means that only the companies empowering their authors will be able to stay ahead of their rivals. Moreover, the future in the business will be reserved for those companies that are willing to reveal their marketing strategies to their writers or to provide them with the sales data (Streitfield, 2014).

When deciding whether it is worth to approach Amazon, a popular writer has to consider whether the new publisher will be able to provide them with the avenues for staying competitive and having the ways to effectively reach their readers (Friedman, 2012). A successful novelist Vincent Zandri argues that not only Amazon is able to offer those things to a writer, but that the company has made the impact on the industry that is similar to the effect of the arrival of the movable type (as cited in Streitfield, 2014).

Therefore, it is highly recommendable for the author of the popular children’s fiction to switch to Amazon, the publisher whose main focus is a writer. Moreover, while other traditional publishing companies offer only around 15 percent of a book’s cost in royalties to a writer, Amazon provides them with 35 percent or more from a digital book price (Streitfield, 2014).

A new writer working on the first book would have a better deal signing their contract with Amazon. It would be a more advantageous move from a financial standpoint, considering the high royalty rates the company offers to its writers. Moreover, Amazon does not give preferential treatment to any group of authors. Regardless of the writer’s standing with the publisher, every book could be easily found on their website. Moreover, it is Amazon’s philosophy to fundamentally change the nature of writer-publisher relationships so the authors would be more empowered (Streitfield, 2014).

On the other hand, self-publishing authors could have a worse deal if they decide to enroll in Direct Publishing platform. In 2015, Amazon decided to transform payout system so it would be better aligned with the customers’ reading habits (Chakrabarty & D’Souza, 2015). The new rules were applied to the books available at Kindle Owners’ Lending Library. Even though writers can set their own prices and edit books at any moment, the amount of royalties was tied to the number of read pages (Chakrabarty and D’Souza, 2015). Therefore, self-publishing writers might have to consider approaching one of the Big Five publishers.

The substantial reduction in demand for physical books aggravated by economic decline constitutes a significant threat for Barnes & Noble. Moreover, with the decrease of funding of educational institutions supported by the United States government, college enrollment rates will also drop (Best, Zeigler, Smith, Whitley, & Cornwell, 2010). This means that textbook segment of Barnes & Noble sales will become substantially smaller. Therefore, it is highly recommended for the company to make a transition from the sales of physical books to the electronic market.

Currently, an acquisition is not a feasible solution for the Barnes & Noble as it owns the largest share of the magazine industry, and has the gross margins higher than those of Walmart and Amazon. Moreover, the company’s share of the electronic market is 20 percent, which is even higher that its original market of physical books (Best et al., 2010).

Vertical integration of Amazon poses a significant threat to Barnes & Noble. The reduction in decline for physical books aggravated by increasing competitor pressures calls for the new economic strategies, which would retain company’s share in electronic books market.

Best, S., Zeigler, J., Smith, C., Whitley, J., & Cornwell, J. (2010). A case analysis of Barnes & Noble . Web.

Chakrabarty, S., & D’Souza, S. (2015). Amazon to pay self-published authors based on pages read . Web.

Friedman, J. (2012). The Future of the Author-Publisher Relationship . Web.

Herther, N. (2012). E-book Wars: Amazon Versus the Rest. Searcher , 30 (1), 20-30.

Krug, N. (2012). Amazon books getting no shelf space. The Washington Post . Web.

Streitfield, D. (2014). Feed the Beast (or Else). New York Times. Web.

Trachtenberg, J. (2013). Barnes & Noble Retreats as Tablet Wars Heat Up. Wall Street Journal. Web.

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IvyPanda. (2020, October 16). Amazon vs. Barnes & Noble: Case Analysis. https://ivypanda.com/essays/amazon-vs-barnes-amp-noble-case-analysis/

"Amazon vs. Barnes & Noble: Case Analysis." IvyPanda , 16 Oct. 2020, ivypanda.com/essays/amazon-vs-barnes-amp-noble-case-analysis/.

IvyPanda . (2020) 'Amazon vs. Barnes & Noble: Case Analysis'. 16 October.

IvyPanda . 2020. "Amazon vs. Barnes & Noble: Case Analysis." October 16, 2020. https://ivypanda.com/essays/amazon-vs-barnes-amp-noble-case-analysis/.

1. IvyPanda . "Amazon vs. Barnes & Noble: Case Analysis." October 16, 2020. https://ivypanda.com/essays/amazon-vs-barnes-amp-noble-case-analysis/.

Bibliography

IvyPanda . "Amazon vs. Barnes & Noble: Case Analysis." October 16, 2020. https://ivypanda.com/essays/amazon-vs-barnes-amp-noble-case-analysis/.

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brandalfblog

Brand Identity Analysis: A Barnes & Noble Case Study

Brand identity is one of an organization’s most valuable possessions and you should go to great lengths to nurture it. Barnes & Noble is an example of a brand that didn’t. In this post, you will learn how to carry out a brand identity analysis using Barnes & Noble as an example.

In this post, I will carry out a brand identity analysis using Barnes & Noble as a case study. Barnes & Noble provides an interesting example as it has been through many significant strategy shifts and leadership changes in the recent years, leaving the brand identity fragmented.

By going through this article, you will get an idea of how to analyze brand identity and how it forms and shapes over time.

About Barnes & Noble

Barnes & Noble is an American bookseller that has roots drawing back to 1873. About a hundred years later the brand started to make radical changes to its business model that to this day still shapes the brand image Barnes & Noble reflects. The changes involved moving a way from an indie bookseller model through acquisitions, new store layouts, and an initial public offering in 1993.

Barnes & Noble is the largest national bookstore chain operating in the United States. It moves about 155 million copies of physical books throughout its network of over 600 bookstores every year. On top of that, the brands sells toys, games, music, DVDs, gifts, Starbucks coffee and its own line of e-reader; the Nook.

What is brand identity and why is it important?

Before digging in, I want to put a few words to what brand identity is and why you should care about it.

You will find several definitions but I always like to look at it in terms of brand identity vs. brand image. Here, brand identity is the representation that the organization wants to portray and communicates to the world. Brand image is how consumers and other stakeholders view that same brand.

People form brand images based on a lot of factors. A big one among them is the brand identity communicated by the organization. That’s why brand identity is important. It, as the name suggest, identifies you and enables people to recognize you and build brand associations from a certain base.

Market Challenge

Barnes & Noble has a quite fascinating history. The brand has gone from a beloved indie bookseller, to the industry villain, a lagging dinosaur, and ultimately a hopeful hero in the eyes of American book lovers.

Once a disruptor in the book industry, the brand is now in choppy waters struggling for air. A series of CEO’s and major operational changes in recent years has not done anything of not to fix the situation. Meanwhile, Amazon is wiping away Barnes & Noble’s profit margin and the resurgence of experiential independent bookselling beating the brand when it comes to an intimate customer experience 1 Knowledge@Wharton. (2018, June 7). Can Barnes & Noble Survive? . https://knowledge.wharton.upenn.edu/article/can-barnes-noble-survive/ .

In short, the brand doesn’t excel at anything. It doesn’t offer the lowest price and it doesn’t offer the best experience. Barnes & Noble have failed to keep the brand relevant by not moving with the times and adapting to customer needs.

On top of that, a series of shifts in strategic directions, overextending into new product categories and regular changes in leadership have put the brand into a kind of an identity crisis. In trying to be all things to all people (a megastore, online retailer, community hub, and so on), it is now barely relevant to anyone and without any kind of personality whatsoever.

But there is hope. Barnes & Noble has a huge brand recognition and people still really want physical books and a cozy, warm and intimate shopping experience. The brand can leverage this into a successful business, especially now with the opportunity of positioning itself against the new industry villain: Amazon.

Brand identity analysis

To understand Barnes & Noble’s brand identity issue, I will use Kapferer’s Brand Identity Prism . You can click the link to get a thorough explanation of how exactly to use this tool since I won’t be going into those details here.

I decided to use the identity prism here for a few reasons:

• The tool accounts for both the intended brand identity and the actual perceived identity (can also be thought of as brand image).
• Brand management at Barnes & Noble has been quite unstable and it’s not unlikely that different generations have formed different perceptions of the brand.
• The prism connects both sides together in a brand essence which should in most circumstances be clear and coherent. If that is not the case, you likely have an identity issue on your hands.

Intended brand identity

Physique is largely influenced by store layouts. Despite conceptual fluctuations arising from strategic decisions of multiple leaderships, the brand has kept a fairly stable design of a spacious superstore 2 Sax, D. (2016, October 21). What Barnes & Noble Doesn’t Get About Bookstores . The New Yorker. https://www.newyorker.com/business/currency/what-barnes-noble-doesnt-get-about-bookstores that promotes or at least tries to promote lingering, relaxation and experience. The brand’s flagship product is an assortment of hardcopy books which represents the brand’s core offering, the touch and feel of paper and leather , and is complemented with other product categories.

Barnes & Noble describes its personality as “fun, friendly and full of possibilities” . 3 Barnes & Noble. (2012, p. 20). Company Brand Guidelines . http://portacreativeserver.com/vault/manualescorporativos/BRANDBOOK BARNES & NOBLE.pdf The brand guide further states that the brand is “ keeping up with the times […] while not risking our values and standards” . 4 ibid. The brand cites customer service, quality, empathy, respect, integrity, responsibility and teamwork as core values .

Looking at how Barnes & Noble talks about its products and services also reveals an societal bond that is communicated with much excitement. For example, “We take great pride in inspiring and enriching minds in all our communities around the U.S” and “… tailoring our stores to become pillars of the local communities”. 5 Barnes & Noble. (n.d.-e). Inside Barnes & Noble . Retrieved January 8, 2021, from https://careers.barnesandnoble.com/inside-b-n

We can link majority of the traits above to the down-to-earth, honest, wholesome and cheerful sub dimensions in Jennifer Aaker’s brand personality scale . However, I wouldn’t go as far as saying that this makes Barnes & Noble an example of a sincere brand personality. We can see some minor influences from the competence and excitement dimensions. More importantly, it would be more correct to say that Barnes & Noble wants to be perceived as sincere, but being so requires much more than brandbooks and value statements.

Culture refers to the ideology that drives a brand’s outward-directed communication and product marketing efforts. Barnes & Noble’s slogan ( “More than just books” ) captures this ideology well. Now in the eyes of the book lovers, more would speak to the experiences and other benefits such as relaxation, homely environment, imagination, fresh book smell, etc.

It seems, founder Leonard Riggio, is on the same page:

“Books are a powerful tool. They are different worlds, new ideas, laughter, and altogether an experience. In today’s society, we are losing the sense of experiencing the tangible and real. At Barnes & Noble, we aim to ignite that part of humanity that will always thirst for this.” “Our brand embodies this idea. We appreciate your respect and collaboration to maintain our identity in a consistent and precise manner to truly capture Barnes & Noble.” Leonard Riggio, founder of Barnes & Noble, in the 2012 brandbook (p. 7).

But the problem is that the company simply hasn’t followed through. It has taken “more than just books” to mean more product categories, less experience, Starbucks, and other things. Taken together, it certainly hasn’t maintained their identity in a consistent and precise manner.

A last thing of note is the positioning against Amazon. When evaluating the above statements, it’s clear that Barnes & Noble view themselves as defenders of physical books and experiential bookseller; however, well they are actually doing on that front. New CEO James Daunt has even gone so far as to refer to Amazon as a ruthless money-making devil that strips away every aspect of humanity involved in the bookselling process.

This is a powerful position that has every capability to resonate strongly with readers who value shopping for books offline. As Amazon is scrutinized more and more for various reasons, this position keeps strengthening and may eventually express some iconic symbolism in the form of a David vs. Goliath identity myth. 6 Holt, D. B. (2006). Jack Daniel’s America. Journal of Consumer Culture , 6 (3), 355–377. https://doi.org/10.1177/1469540506068683

Perceived brand identity

From the receiver’s side, the prism starts by looking at relationship . Here we see some more issues.

Relationship describes the identity the brand creates based on its conduct and the type of connection it has with its customers. 7 Kapferer, J.-N. (2008, p. 185). The New Strategic Brand Management: Creating and Sustaining Brand Equity. In Kogan Page . Kogan Page.

Barnes & Noble wishes to project a friendship full of experiential adventures through the world of books. For theoretical support, we can relate this back to Susan Fournier’s brand relationship type of best friendship. 8 Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research , 24 (4), 343–353. https://doi.org/10.1086/209515 and further find support for it in Barnes & Noble’s aspiration of being a “home away from home”. 9 Barnes & Noble. (2012). Company Brand Guidelines . http://portacreativeserver.com/vault/manualescorporativos/BRANDBOOK BARNES & NOBLE.pdf Yet, as with the personality perception, the company has tried so many different things through the year that you likely have very different relationships across generations.

By reviewing forums, social media and articles, I find the strongest support for two types of relationships: childhood friendship and enmity. In the former, people connect to the brand over nostalgia of what it meant to them before, most often in childhood.

Enmity on the other hand represents a somewhat forced connection to Barnes & Noble from book lovers that see it as a relationship for the greater good. In other words, they are customers of Barnes & Noble mainly because they want to preserve physical bookstores, and in some cases, specifically not do business with Amazon .

Reflection refers to the stereotypical image of the brand customer as projected over time in marketing and product offerings. Today, such image is distorted and may not even exist. This is due to failed brand extensions into new product categories that pollute the brand. Brand messaging is very much inside-out and aligned with whatever strategy being pushed at the time, thus failing to build any sort of stable reflection.

Because of this disarray, I cannot put forward a concrete reflection of how customers want to be seen as a result of using the brand. However, I can make an educated assumption that the reflection is book lovers and avid readers that value authentic and traditional book experiences and want to keep physical books in their lives.

Last , Self-image : how people see themselves as a result of using the brand. First, Barnes & Noble, like independent bookstores, speaks somewhat to the zen in people . Book browsing, having coffee, interacting with staff or the store ambience all create a relaxed, warm and stress-free atmosphere. Like one redditor puts it : “with fresh smelling books (I LOVE new book smell), and tons to choose from. It’s quiet and neat and organized and smells good. That combo is the best cure for anxiety I’ve ever found. “

A second trend is consistent to what we have seen in other facets of the prism. People feel ethical by being customers of Barnes & Noble as they are purposely spending more money to support local bookstores. Some derive this straight from the fact that they are not supporting Amazon rather than the fact that they are supporting a traditional bookseller.

Connecting the dots

Putting together keywords from all sections of the brand identity prism, we can now visually depict it:

There is no way to clearly connect these dots together to a coherent brand essence. Therefore, we can confirm with this analysis that there is an identity issue (keeping in mind of course that this analysis draws on limited data and is far from being scientific). The results indicate that the brand identity is quite distorted as the intended brand identity is drastically different from how people actually perceive Barnes & Noble’s brand image.

Bonus: 7 brand revitalization strategies to re-establish the brand

#1 get ahead of the brand narrative.

Barnes & Noble has a strong brand recognition, a rich brand heritage, and a favorable underdog context to build emotional brand associations. But to do that, the brand needs to figure out what it really wants to be and communicate that to people. They could go back to their roots and embark on a campaign based on heritage and altruism in traditional bookselling. With time and patience, Barnes & Noble could come out on the other end as an authentic brand that people consider parts of their own identities.

#2 Embrace co-creation

The people who go out of their way to shop physical hold books very close to their heart. They will have their own meanings and associations, and Barnes & Noble should accept that while communicating a coherent identity from the company’s side.

#3 Become an authority in the industry

Barnes & Noble should use their brand recognition and scale to build authority within bookselling and publishing. The brand is already respected enough that it should have no problem organizing author signings, author Q&A’s, and other community events.

#4 Invest in online marketing

In line with #3, Barnes & Noble should up their digitization efforts. Where is the YouTube channel that live streams community events? Where is the podcast that interviews interesting authors, gives recommendations and discusses the latest trends?

#5 Establish and host local book clubs

Barnes & Noble could form and host local book clubs around each of their locations. This is a good way to get people in the store and associate the brand with a routine. It could even establish a scheme in which people can rent this months book instead of buying it in an attempt to increase reading in each area and provide a further incentive to sign up.

#6 Host workshops for aspiring writers

This would be a perfect social responsibility initiative that would create strong associations for the brand.

#7 Put books first

Goes without saying, but if the brand wants to be a bookstore they need to behave like a bookstore. That means finding a balance in what percentage of the floor space to allocate for books and what to allocate for other things like toys and board games.

I need to make the point that Barnes & Noble actually does seem to be improving. I adapted this post from an exam I wrote about a year ago, and at that time, brand management at Barnes & Noble was truly shocking. However, today sales are up and costs are down and the brand used the lock down to reorganize their stores, regroup and coming up with a new strategy that puts books back at the center.

The point of this post is not to highlight all the things Barnes & Noble has been doing wrong through the years, though it does that too. Rather, its about showing you how you could go about doing a similar analysis for your brand. As a small business owner, you likely don’t have Reddit forums and other review threads to draw from like I did here. But you have your own customers, which is the absolute best source you could ask for.

• 1 Knowledge@Wharton. (2018, June 7). Can Barnes & Noble Survive? . https://knowledge.wharton.upenn.edu/article/can-barnes-noble-survive/
• 2 Sax, D. (2016, October 21). What Barnes & Noble Doesn’t Get About Bookstores . The New Yorker. https://www.newyorker.com/business/currency/what-barnes-noble-doesnt-get-about-bookstores
• 3 Barnes & Noble. (2012, p. 20). Company Brand Guidelines . http://portacreativeserver.com/vault/manualescorporativos/BRANDBOOK BARNES & NOBLE.pdf
• 5 Barnes & Noble. (n.d.-e). Inside Barnes & Noble . Retrieved January 8, 2021, from https://careers.barnesandnoble.com/inside-b-n
• 6 Holt, D. B. (2006). Jack Daniel’s America. Journal of Consumer Culture , 6 (3), 355–377. https://doi.org/10.1177/1469540506068683
• 7 Kapferer, J.-N. (2008, p. 185). The New Strategic Brand Management: Creating and Sustaining Brand Equity. In Kogan Page . Kogan Page.
• 8 Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research , 24 (4), 343–353. https://doi.org/10.1086/209515
• 9 Barnes & Noble. (2012). Company Brand Guidelines . http://portacreativeserver.com/vault/manualescorporativos/BRANDBOOK BARNES & NOBLE.pdf

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