IES Management College And Research Centre

Image from Google Jackets

Strategic brand management : creating and sustaining brand equity long term Jean-Noel Kapferer

By: Material type: TextTextPublication details: Kogan Page London London 1997Edition: 2ndDescription: 443 p. PaperISBN:
  • 9780749423735
Subject(s): DDC classification:
  • 658.827
Available additional physical forms:
  • 1
Contents:
Brand equity in question -- The new rules of brand management -- Brand identity -- Launching new brands -- Sustaining a brand long term -- Adapting to the market: identity versus change -- Brand architecture: handling a large product portfolio -- Brand extension -- Multi-brand portfolios -- Handling name changes and brand transfers -- Decline, ageing and revitalisation -- Making brands go global -- Financial evaluation and accounting for brands -- Conclusion.
Summary: An in-depth account of aspects of brand management, dealing with the concept and practice of the subject in its totality. There are examples and case studies of world brands throughout, paying particular attention to the development of global brands.
Tags from this library: No tags from this library for this title. Log in to add tags.
Star ratings
    Average rating: 0.0 (0 votes)
Holdings
Item type Current library Call number Status Date due Barcode Item holds
Book Book Main Library ON SHELF 658.827\ Kap\ 1131 (Browse shelf(Opens below)) Available 1111131
Total holds: 0

Brand equity in question --
The new rules of brand management --
Brand identity --
Launching new brands --
Sustaining a brand long term --
Adapting to the market: identity versus change --
Brand architecture: handling a large product portfolio --
Brand extension --
Multi-brand portfolios --
Handling name changes and brand transfers --
Decline, ageing and revitalisation --
Making brands go global --
Financial evaluation and accounting for brands --
Conclusion.

An in-depth account of aspects of brand management, dealing with the concept and practice of the subject in its totality. There are examples and case studies of world brands throughout, paying particular attention to the development of global brands.

1

There are no comments on this title.

to post a comment.

Circulation Timings: Monday to Saturday: 8:30 AM to 9:30 PM | Sundays/Bank Holiday during Examination Period: 10:00 AM to 6:00 PM