The new strategic brand management : creating and sustaining brand equity long term / Jean-Noël Kapferer
Material type:
TextPublication details: London : Kogan Page, 2008Edition: 4th EditionDescription: 560 p. ; 24 cmISBN: - 9780749450854
| Item type | Current library | Collection | Call number | Vol info | Status | Date due | Barcode |
|---|---|---|---|---|---|---|---|
| Llibre_M | IED Barcelona Sala | Marketing de la Moda - Fashion Marketing | R3.056.591.2 Kap (Browse shelf(Opens below)) | Núm. | Available | 2019-0738 |
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| R3.056.2 Zar Marketing con facebook | C1.MK/0009 Marketing Management | R3.056.2 Sco The new rules of marketing and PR: | R3.056.591.2 Kap The new strategic brand management : | R3.012.12 Phc PCH Innovations: | R1.012.2 Cap Planificacion estratégica de la imagen corporativa | R3.056.588.7 Lil The power of point of purchase advertising: marketing at retail |
Introduction: building the brand when the clients are empowered -- Why is branding so strategic : Brand equity in question : Strategic implications of branding : Brand and busines building : From private labels to store brands : Brand diversity: the types of brands -- The challenges of modern markets : The new rules of brand management : Brand identity and positioning -- Creating and sustaining brand equity : 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 -- Brand valuation : Financial valuation and accounting for brands
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