Strategic Brand Management: Creating and Sustaining Brand Equity Long Term: New Approaches to Creating and Evaluating Brand Equity - Brossura

Kapferer, Jean-Noel

Brossura

ISBN 10: 0749420693 ISBN 13: 9780749420697

Casa editrice: Kogan Page Ltd, 1997

Riassunto

"Strategic Brand Management" deals with the concept and practice of brand management in its totality. The new edition is packed with fresh examples and case studies of brands from throughout the world, and pays particular attention to the development of global brands. Three new chapters have been included which concentrate on the life span of brands by looking at: the sources of challenges to brand equity; factors which dictate a brand's life expectancy; and revitalisation strategies for declining brands. More attention is now given to multi-brand strategies and there is a new chapter on the growing practice of merging brands. Given the increasing attention paid to brands by the business to business sector, the service sector and producers of luxury goods, much more reference is made to these markets.

Su questo libro

Product Description:

Book by Kapferer JeanNoel

Su questa edizione

• Editore: Kogan Page Ltd
• Data di pubblicazione: 1997
• ISBN 10: 0749420693
• ISBN 13: 9780749420697
• Rilegatura: Copertina flessibile
• Numero di pagine: 443