Strategic brand management : new approaches to creating and evaluating brand equity / Jean-Noël Kapferer ; [translated by Philip Gibbs].
Material type:
TextLanguage: English Original language: French Publisher: New York : The Free Press, c1992Description: v, 341 pages : illustrations : 24 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 0029170451 [hardbound]Subject(s): Branding (Marketing)DDC classification: | Item type | Current location | Call number | Status | Date due | Barcode |
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Book
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658.827 K14 1992 (Browse shelf) | Available | 3UCBL000017516 |
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| 658.821 K84 2003 Marketing management / | 658.824 F16 2012 How to make sales when you don't like selling / | 658.827 H26 1999 Harvard business review on brand management / | 658.827 K14 1992 Strategic brand management : | 658.827 L53 2016 The brand mapping strategy : design, build, and accelerate your brand / | 658.83 Aa41 2013 Marketing research / | 658.83 C99 2012 International marketing principles / |
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
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