9780029170458 - Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity di Kapferer, Jean-Noel (9 risultati)

Hardcover. Condizione: Very Good. With dust jacket. It's a well-cared-for item that has seen limited use. The item may show minor signs of wear. All the text is legible, with all pages included. It may have slight markings and/or highlighting.

Condizione: Very Good. Very Good condition. Very Good dust jacket. With remainder mark. A copy that may have a few cosmetic defects. May also contain light spine creasing or a few markings such as an owner's name, short gifter's inscription or light stamp.

Hardcover. Condizione: Good. No Jacket. Pages can have notes/highlighting. Spine may show signs of wear. ~ ThriftBooks: Read More, Spend Less.

Hardcover. Condizione: Good. No Jacket. Pages can have notes/highlighting. Spine may show signs of wear. ~ ThriftBooks: Read More, Spend Less.

Condizione: Good. illustrated edition. Pages intact with minimal writing/highlighting. The binding may be loose and creased. Dust jackets/supplements are not included. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good.

hardcover. Condizione: Very Good. Hardcover in very good condition. All inside pages are in great shape. Minor shelf wear to the dust jacket.

Hardcover. Condizione: Very Good. Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. .

Hardcover. Condizione: Very Good. Shipped within 24 hours from our UK warehouse. Clean, undamaged book with no damage to pages and minimal wear to the cover. Spine still tight, in very good condition. Remember if you are not happy, you are covered by our 100% money back guarantee.

Hardcover. Condizione: As New. Leichte Kratzer / Abnutzungen / Druckstellen. Thousands of companies recognize brand names as their most valuable assets, yet branding is often treated as a tactical decision. In this insightful work, Jean-Noel Kapferer, a leading expert in brand management, presents a comprehensive model for strategic brand management. Through numerous examples and case studies, he explores the essence and culture of branding, offering a philosophy for all aspects of brand management. Central to his approach is the concept of a brand as a pyramid with three levels: the apex represents the "kernel" or core identity; the middle signifies style or personality; and the base encompasses underlying themes and advertising programs. Kapferer emphasizes that a brand is not merely a product but its essence and meaning. Strategic brand management requires a holistic understanding of this "gestalt," which must be managed across the entire company, not just in marketing. Successful brand managers seek new opportunities through global branding, navigating benefits, dangers, and pitfalls. Kapferer outlines the globalization phases, from name transitions to maintaining consistency, and discusses when global branding is most effective versus a multi-domestic marketing mix. He also addresses corporate barriers to global branding and necessary structural changes for maximizing its benefits. This work serves as a vital reference for branding in the U.S. as it evolves into the 1990s.