Develop your understanding of brand management and strategic brand thinking with this essential, definitive reference source designed for both professionals and students.
Develop your understanding of brand management and strategic brand thinking with this essential, definitive reference source designed for both professionals and students.
Jean-Noël Kapferer is an internationally recognized authority on brands and brand management. A Professor of Marketing Strategy at HEC Graduate School of Management in France, he holds a PhD from Northwestern University. He is also the author of The Luxury Strategy (Kogan Page).
Inhaltsangabe
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 models 4. Brand diversity: how specific are different sectors? 5. Managing retail brands Part Two The challenges of modern markets 6. The new brand management 7. Brand identity and positioning Part Three Creating and sustaining brand equity 8. Launching the brand 9. Growing the brand 10. Sustaining a brand long term 11. Brand and products: 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 evaluation and accounting for brands
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 models 4. Brand diversity: how specific are different sectors? 5. Managing retail brands Part Two The challenges of modern markets 6. The new brand management 7. Brand identity and positioning Part Three Creating and sustaining brand equity 8. Launching the brand 9. Growing the brand 10. Sustaining a brand long term 11. Brand and products: 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 evaluation and accounting for brands
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