| Document Type
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BL
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| Record Number
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947230
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| Doc. No
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b701600
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| Main Entry
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Kapferer, Jean-Noël.
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| Title & Author
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The new strategic brand management : : creating and sustaining brand equity long term /\ Jean-Noël Kapferer.
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| Edition Statement
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4th ed.
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| Publication Statement
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London ;Philadelphia :: Kogan Page,, 2008.
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| Page. NO
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1 online resource (xv, 560 pages) :: illustrations
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| ISBN
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0749450851
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: 0749453494
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: 1281228974
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: 6611228977
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: 9780749450854
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: 9780749453497
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: 9781281228970
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: 9786611228972
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| Bibliographies/Indexes
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Includes bibliographical references (pages 531-544) and index.
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| Contents
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Brand equity in question -- Strategic implications of branding -- Brand and business building -- From private labels to store brands -- Brand diversity: the types of brands -- The new rules of brand management -- Brand identity and positioning -- Launching the brand -- The challenge of growth in mature markets -- Sustaining a brand long term --Adapting to the market: identity and change -- Growth through brand extensions -- Brand architecture -- Multi-brand portfolios -- Handling name changes and brand transfers -- Brand turnaround and rejuvenation -- Managing global brands -- Financial valuation and accounting for brands.
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| Abstract
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Reveals the latest techniques used by companies worldwide and the leading issues faced by the brand strategist today, supported by case studies. Covers numerous topics including: brand architecture and diversity strategies; market adaptation approaches; positioning in the private label and store brand environment.
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| Subject
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Brand name products-- Management.
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| Subject
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Brand name products-- Management.
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| Subject
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BUSINESS ECONOMICS-- Marketing-- Research.
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| Subject
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Marknadsanalys.
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| Subject
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Marknadsundersökning.
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| Subject
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Strategisk planering.
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| Subject
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Varumärken.
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| Dewey Classification
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658.8/343
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| LC Classification
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HD69.B7K37 2008eb
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| NLM classification
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Qbakssb/8
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Qblbmkssb/8
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Qbmkssb/8
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