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

By:

Kapferer, Jean-Noël

Material type: Text

TextLanguage: English Publication details: New Delhi : Kogan Page, 2000.Edition: 2nd edDescription: 443 pages : illustrations ; 24 cmISBN:

9788175541092

Subject(s):

Brand name products -- Management

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	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))	Available	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

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

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