A comprehensive and practical review of the new rules of brand management.
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Jean-NoŽl Kapferer is a professor of marketing strategy at HEC School of Management in France. He is the author of Reinventing the Brand (also published by Kogan Page).Review:
""The saying 'You don't get a second chance to make a good first impression' holds true for brand management. Kapferer (HEC School of Management, France) notes the importance of building brand equity from the start. 'A brand does in fact act as a genetic programme, ' Kapferer states. 'What is done at birth exerts a long-lasting influence of market perceptions.' Each early step, from creating the product prototype and bringing it to market to shaping its identity, lays the groundwork for what the brand will become. But even a strong brand such as Coca-Cola cannot coast on its reputation alone. Kapferer discusses how safeguarding brand equity in today's business environment is more challenging than ever because companies have to contend with retailer brands, global competition, and the Internet. The payoffs can be enormous, though, with Coca-Cola's brand valued at $69 billion, Microsoft's at $64 billion, and IBM's, $51 billion. In addition to the branding process, this new edition (1st ed., Strategic Brand Management, CH, Sep'94, 32-0404) also covers other aspects of brand management: brand extension, name changes, brand revitalization, and global brand management. Summing Up: Recommended. Upper-division undergraduate and graduate students; marketing faculty, researchers, and practitioners.""--P. G. Kishel, Cypress College in CHOICE
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Descrizione libro Softcover. Condizione libro: New. 2nd Reprint edition. Brand NEW, Paperback International Edition. Black & White or color, Cover and ISBN may be different but similar contents as US editions. Standard delivery takes 5-9 business days by USPS with tracking number. Choose expedited shipping for superfast delivery 2-4 business days by DHL/FEDEX. We also ship to PO Box addresses but by Standard delivery. International Edition Textbooks may bear a label -Not for sale in the U.S. or Canada- etc. printed only to discourage U.S. students from obtaining an affordable copy. Legal to use despite any disclaimer on cover as per US court. No access code or CD included unless specified. In some instances, the international textbooks may have different exercises at the end of the chapters. Printed in English. 100% Customer satisfaction guaranteed! Please feel free to contact us for any queries. Codice libro della libreria LPBD31417383
Descrizione libro Kogan Page Business Books, 2004. Paperback. Condizione libro: New. Codice libro della libreria P110749442832
Descrizione libro Kogan Page Business Books, 2004. Paperback. Condizione libro: New. 2nd. Codice libro della libreria DADAX0749442832
Descrizione libro Kogan Page Business Books. PAPERBACK. Condizione libro: New. 0749442832 New. Looks like an interesting title, learn more! We provide domestic tracking upon request. We provide personalized customer service and want you to have a great experience purchasing from us. 100% satisfaction guaranteed and thank you for your consideration. Codice libro della libreria S-0749442832