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Strategic brand management : creating and sustaining brand equity long term / Jean-Noël Kapferer

Main Author Kapferer, Jean-Noël Edition 2nd ed. Publication London : Kogan Page, cop. 1997 Description 443 p. ISBN 0749420693 Topical name Marketing
Marcas CDU 659.12
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca Universidade Europeia (QBN)
659.12 KAPFR Depósito 8018
Total holds: 0

Contents

Part one - Understanding brands

1. Brand equity in question
2. The new rules of brand management
3. Brand identity

Part two - Brand management

4. Launching new brands
5. Sustaining a brand long term
6. Adapting to the market: identity versus change
7. Brand architecture: handling a large product portfolio
8. Brand extension
9. Multi-brand portfolios
10. Handling name changes and brand transfers
11. Decline, ageing and revitalisation
12. Making brands go global

Part three - Brand valuation

13. Financial evaluation and accounting for brands

Conclusion

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