Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
Introduction
Part One Strategic Implications of Branding
Chapter 1 Introduction to Contemporary Brand Management
Chapter 2 Brand Equity and Brand Valuation
Chapter 3 Brand Building and Business Building
Chapter 4 Brands as Strategic Assets– Moving Up the Corporate Agenda
Part Two Managing Brands - Creating and Sustaining Brand Equity
Chapter 5Brand Identity and Positioning
Chapter 6Brand Architecture
Chapter 7Brand Extension
Chapter 8Managing Brands Across Life Cycle
Chapter 9Building Brand and Corporate Reputation
Part ThreeThe New Business Environment
Chapter 10 The New Competitive Environment and Branding
Chapter 11Retail Brands vs. Manufacturer Brands
Chapter 12Packaging Design and Branding for the Consumer
Chapter 13Country of Origin Branding
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
Spese di spedizione:
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Da: Regno Unito a: U.S.A.
Descrizione libro paperback. Condizione: New. Language: eng. Codice articolo 9780077117481
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Descrizione libro Paperback. Condizione: Brand New. 438 pages. 10.24x7.64x1.02 inches. In Stock. Codice articolo __0077117484
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Descrizione libro PAP. Condizione: New. New Book. Shipped from UK. Established seller since 2000. Codice articolo CM-9780077117481
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Descrizione libro Paperback. Condizione: new. Paperback. Managing Brand: a contemporary perspective takes a fresh new look at brand management and strategy and the pivotal role of branding in todays business environment.Written for students of branding at undergraduate and postgraduate levels, this book provides students with an incisive account of how successful brands are created, built and managed. Clear and comprehensive coverage examines the naming, design and packaging of a brand, how brand images and messages are created, and the theory of positioning brands in the market. The text also tackles how to successfully extend brands and manage brand portfolios, and sustain brands throughout their life cycle.Informed by the latest research and developments in branding, this textbook also has an emphasis on the managerial, corporate and strategic decisions facing todays brand manager, including:Brand equity- what brands are worth to companies and how they can be valued Building brands and building the business- how brands contribute the success of corporations and companies The role of brands in building corporate reputation- harnessing the power of social marketing and facing the challenges of ethical, environmental, and socially responsible branding. Takes a fresh look at brand management and strategy and the pivotal role of branding in today's business environment. Written for students of branding at undergraduate and postgraduate levels, this book provides students with an incisive account of how successful brands are created, built and managed. Shipping may be from our UK warehouse or from our Australian or US warehouses, depending on stock availability. Codice articolo 9780077117481
Descrizione libro Condizione: New. Buy with confidence! Book is in new, never-used condition. Codice articolo bk0077117484xvz189zvxnew
Descrizione libro Condizione: New. New! This book is in the same immaculate condition as when it was published. Codice articolo 353-0077117484-new