000			01230nam a2200181Ia 4500
999			_c3562 _d3562
020			_a9788175541092
041			_aENG
082			_a658.8 _bKAP
100			_aKapferer, Jean-Noël
245		0	_aStrategic Brand Management : _bcreating and sustaining brand equity long term / _cJean-Noël Kapferer.
250			_a2nd ed.
260			_aNew Delhi : _bKogan Page, _c2000.
300			_a443 pages : _billustrations ; _c24 cm
505			_aBrand 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.
520			_aThis 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.
650			_aBrand name products _xManagement.
942			_cBK