| Description |
xiv, 497 pages : illustrations ; 25 cm |
| Contents |
Introduction : you can't build the brand without building the business -- 1. Brand equity in question -- 2. Strategic implications of branding -- 3. Brand and business building -- 4. The new rules of brand management -- 5. Brand identity and positioning -- 6. The logic of retail brands -- 7. Launching the brand -- 8. The challenge of growth in mature markets -- 9. Sustaining a brand long term -- 10. Adapting to the market : identity and change -- 11. Growth through brand extensions -- 12. Brand architecture : managing brand and product relationships -- 13. Multi-brand portfolios -- 14. Handling name changes and brand transfers -- 15. Ageing, decline and revitalisation -- 16. Managing global brands -- 17. Financial brand valuation and accounting for brands |
| Summary |
"The New Strategic Brand Management has been rewritten and fully revised to bring readers up-to-date with the dramatic changes that have taken place in brand management worldwide. Dealing with the concept and practice of brand management in its totality, it is packed with fresh examples and case studies of brands from all over the world, paying particular attention to global brands. It also looks at the type surrounding branding and stresses the role of sound business decisions when building a brand." "The New Strategic Brand Management will provide all marketing and brand managers with a thorough understanding of the new rules of brand management and how to put them into practice."--BOOK JACKET |
| Notes |
Includes index |
| Bibliography |
Bibliography: pages [471]-483 |
| Subject |
Product management.
|
|
Brand name products -- Management.
|
| Author |
Kapferer, Jean-Noël.
Strategic brand management
|
|
Kapferer, Jean-No el.
Strategic brand management
|
| LC no. |
2004011734 |
| ISBN |
0749442832 |
|
