Strategic Brand Management : creating and sustaining brand equity long term /
Jean-Noël Kapferer.
- 2nd ed.
- New Delhi : Kogan Page, 2000.
- 443 pages : illustrations ; 24 cm
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.