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Strategic Brand Management : creating and sustaining brand equity long term / Jean-Noël Kapferer.

By: Material type: TextTextLanguage: English Publication details: New Delhi : Kogan Page, 2000.Edition: 2nd edDescription: 443 pages : illustrations ; 24 cmISBN:
  • 9788175541092
Subject(s): DDC classification:
  • 658.8 KAP
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: This in-depth account of every aspect of brand management is destined to become the definitive book on the topic for many years to come. Packed with examples and case studies, it pays particular attention to the development of global brands.
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Holdings
Item type Current library Call number Status Date due Barcode
Books Institute of Public Enterprise, Library S Campus 658.8 KAP (Browse shelf(Opens below)) Available 36923
Books Institute of Public Enterprise, Library S Campus 658.8 KAP (Browse shelf(Opens below)) Checked out 12/28/2024 36924
Books Institute of Public Enterprise, Library S Campus 658.8 KAP (Browse shelf(Opens below)) Available 36925
Books Institute of Public Enterprise, Library S Campus 658.8 KAP (Browse shelf(Opens below)) Available 36926
Books Institute of Public Enterprise, Library S Campus 658.8 KAP (Browse shelf(Opens below)) Available 29036

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.

This in-depth account of every aspect of brand management is destined to become the definitive book on the topic for many years to come. Packed with examples and case studies, it pays particular attention to the development of global brands.

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