Praise and reviews: 'The best book on brands yet' - "Design Magazine". 'New exciting ideas and perspectives on brand building are offered that have been absent from our literature' - Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of Management 'Managing a brand without reading this book is like driving a car without your license' - Haesun Lee, Senior Vice President of Marketing, AmorePacific Co, Korea. 'Kapferer's hierarchy of brands is an extrordinary insight' - Sam Hill and Chris Lederer, authors of "The Infinite Asset", Harvard Business School Press. 'One of the definitive resources on branding for marketing professionals worldwide' - Vikas Kumar, "The Economic Times," India.'One of the best books on brand management. Kapferer is thought provoking and always able to create new insights on various brand related topics' - Rik Riezebos, CEO Brand Capital and director of EURIB / European Institute for Brand Management. The first two editions of "Strategic Brand Management" were published to great critical acclaim.The "New Strategic Brand Management" has been rewritten and fully revised to bring readers absolutely up-to-date with the dramatic changes that have taken place in brand management worldwide. Dealing with the concept and practice of brand management in its totality, it is packed with fresh examples and case studies of brands from all over the world, paying particular attention to global brands. It also looks at the hype surrounding branding and stresses the role of sound business decisions when building a brand. There are several new chapters, including: brand and business building the challenge of growth in mature markets managing retail brands. Plus completely new sections on innovation and its role in growing and reinventing brands, and corporate branding. The "New Strategic Brand Management" will provide all marketing and brand managers with a thorough understanding of the new rules of brand management and how to put them into practice.
Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
"Examines the rules of the discipline and how to put them into practice in" ( todays market.)Book Description:
The New Strategic Brand Management will provide all marketing and brand managers with a thorough understanding of the new rules of brand management and how to put them into practice.
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
Descrizione libro Softcover. Condizione libro: New. Brand New; Shrink Wrapped; Paperback; Black & White or Color International Edition. ISBN and Cover page may differ but similar contents as US edition. GET IT FAST in 3-5 business days by DHL/FEDEX with tracking number. Books printed in English. No shipping to PO Box/APO/FPO address. In some instances the international textbooks may have different end chapter case studies and exercises. International Edition Textbooks may bear a label "Not for sale in the U.S. or Canada" and "Content may different from U.S. Edition" - printed only to discourage U.S. students from obtaining an affordable copy. The U.S. Supreme Court has asserted your right to purchase international editions, and ruled on this issue. Access code or CD is not provided with these editions, unless specified. We may ship the books from multiple warehouses across the globe, including India depending upon the availability of inventory storage. Customer satisfaction guaranteed. Codice libro della libreria GFI1417383
Descrizione libro Kogan Page Business Books, 2004. Condizione libro: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: Introduction: You can't build the brand without building the business Part One: Why is branding so strategic? 1. Brand equity in question What is a brand? Differentiating between brand assets, strength and value Tracking brand equity Goodwill: the convergence of finance and marketing How brands create value for the customer How brands create value for the company Corporate reputation and the corporate brand 2. Strategic implications of branding What does branding really mean? Permanently nurturing the difference What you do first is most important The brand is really a contract The product and the brand Each brand needs a flagship product Advertising products through the brand prism Brands and other signs of quality Obstacles to the implications of branding Service brands 3. Brand and business building Are brands for all companies? Building a market leader without advertising Brand building: from product to values, and vice versa Are leading brands the best products? Understanding the value curve of the target Breaking the rule and acting fast Comparing brand and business models: cola drinks Two different approaches to luxury brand building Part Two: The challenges of modern markets 4. The new rules of brand management The new challenges of modern markets Key principles of competitive branding The enlarged scope of brand management Licensing: a strategic lever The logic of co-branding 5. Brand identity and positioning Brand identity: a necessary concept Identity and positioning Why brands need identity and positioning The six facets of brand identity Sources of identity Brand essence 6. The logic of retail brands The changing nature of retail brands Why have a retail brand? The business logic of retail brands How retail brands grow Success factors of retail brands Optimising the retail brand marketing mix Changing the brand and business model: Decathlon How manufacturers compete against retail brands Defending against imitation by retail brands Facing the low cost revolution Part Three: Creating and sustaining brand equity 7. Launching the brand Launching a brand and launching a product are not the same Defining the brand's platform The process of brand positioning Determining the flagship product Brand campaign or product campaign? Brand language and territory of communication Choosing a name for a strong brand Overcoming thresholds in brand awareness Making creative advertising work for the brand Building brand foundations through opinion leaders Taking distributors into account 8. The challe. Codice libro della libreria ABE_book_new_0749442832
Descrizione libro Kogan Page Business Books, 2004. Paperback. Condizione libro: New. book. Codice libro della libreria 0749442832
Descrizione libro Kogan Page Business Books, 2004. Paperback. Condizione libro: New. 2nd. Codice libro della libreria DADAX0749442832
Descrizione libro Kogan Page Business Books, 2004. Paperback. Condizione libro: New. 2nd. Brand new gift quality softcover Please email for photos. Larger books or sets may require additional shipping charges. Books sent via US Postal. Codice libro della libreria 65363
Descrizione libro Kogan Page Business Books. PAPERBACK. Condizione libro: New. 0749442832 New Condition. Codice libro della libreria NEW4.0385997
Descrizione libro Kogan Page Business Books, 2004. Paperback. Condizione libro: New. Codice libro della libreria P110749442832
Descrizione libro Condizione libro: Brand New. Book Condition: Brand New. Codice libro della libreria 97807494428351.0