Jean-Noël Kapferer
Kogan Page
5e druk, 2012
9780749465155
The New Strategic Brand Management
Creating and sustaining brand equity long term
Specificaties
Ingenaaid, 576 blz.
|
Engels
Kogan Page |
5e druk, 2012
ISBN13: 9780749465155
Rubricering
Verwachte levertijd ongeveer 16 werkdagen
Samenvatting
'The New Strategic Brand Management' geeft alle marketing- en brandmanagers een compleet overzicht van de nieuwe regels van brandmanagement en hoe deze in praktijk gebracht kunnen worden.
Specificaties
ISBN13:9780749465155
Taal:Engels
Bindwijze:ingenaaid
Aantal pagina's:576
Uitgever:Kogan Page
Druk:5
Hoofdrubriek:Management
Inhoudsopgave
Introduction: building the brand when the clients are empowered
Part One: Why is branding so strategic?
1. Brand equity in question
2. Strategic implications of branding
3. Brand and business building
4. From private labels to store brands
5. Brand diversity: the types of brands
Part Two: The challenges of modern markets
6. The new rules of brand management
7. Brand identity and positioning
Part Three: Creating and sustaining brand equity
8. Launching the brand
9. The challenge of growth in mature markets
10. Sustaining a brand long term
11. Adapting to the market: identity and change
12. Growth through brand extensions
13. Brand architecture
14. Multi-brand portfolios
15. Handling name changes and brand transfers
16. Brand turnaround and rejuvenation
17. Managing global brands
Part Four: Brand valuation
18. Financial valuation and accounting for brands
Part One: Why is branding so strategic?
1. Brand equity in question
2. Strategic implications of branding
3. Brand and business building
4. From private labels to store brands
5. Brand diversity: the types of brands
Part Two: The challenges of modern markets
6. The new rules of brand management
7. Brand identity and positioning
Part Three: Creating and sustaining brand equity
8. Launching the brand
9. The challenge of growth in mature markets
10. Sustaining a brand long term
11. Adapting to the market: identity and change
12. Growth through brand extensions
13. Brand architecture
14. Multi-brand portfolios
15. Handling name changes and brand transfers
16. Brand turnaround and rejuvenation
17. Managing global brands
Part Four: Brand valuation
18. Financial valuation and accounting for brands
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