TY  - BOOK
AU  - Kapferer,Jean-Noël
TI  - Strategic brand management: new approaches to creating and evaluating brand equity 
SN  - 0029170451 [hardbound]
PY  - 1992///
CY  - New York
PB  - The Free Press
KW  - Branding (Marketing)
N1  - 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
ER  -