Kapferer,Jean-Noël.
Strategic brand management : new approaches to creating and evaluating brand equity / Jean-Noël Kapferer ; [translated by Philip Gibbs]. - New York : The Free Press, c1992. - v, 341 pages : illustrations : 24 cm.
Includes bibliographical references (p. 213-218) and index.
Contents: Part I: Understanding brands: 1. What's in a brand? the logic of branding -- 2. Brand identity -- 3. Sources of identity -- Part II: Brand management; 4. Creating a brand -- 5. Managing the time factor : identity and change -- 6. Brand extension -- 7. Brand-product relationships -- 8. The brand portfolio -- 9. Going international -- Part III: The brand in perspective; 10. Brand, products, enterprise and institution -- 11. Financial evaluation of brands.
English
0029170451 [hardbound]
93119141
Branding (Marketing)
Strategic brand management : new approaches to creating and evaluating brand equity / Jean-Noël Kapferer ; [translated by Philip Gibbs]. - New York : The Free Press, c1992. - v, 341 pages : illustrations : 24 cm.
Includes bibliographical references (p. 213-218) and index.
Contents: Part I: Understanding brands: 1. What's in a brand? the logic of branding -- 2. Brand identity -- 3. Sources of identity -- Part II: Brand management; 4. Creating a brand -- 5. Managing the time factor : identity and change -- 6. Brand extension -- 7. Brand-product relationships -- 8. The brand portfolio -- 9. Going international -- Part III: The brand in perspective; 10. Brand, products, enterprise and institution -- 11. Financial evaluation of brands.
English
0029170451 [hardbound]
93119141
Branding (Marketing)