Strategic brand management : new approaches to creating and evaluating brand equity /
Kapferer, Jean-Noël.
Strategic brand management : new approaches to creating and evaluating brand equity / Jean-Noel Kapferer, [translated by Philip Gibbs]. - London : [Paris], France : Kogan Page, Les Editions d'Organisation, 1992. - 230 p. : ill. ; 24 cm.
Bibliography: (pages 213-218) and index.
Introduction: Managing brand equity: From brand value to brand values -- Part One: Understanding brands -- What's in a brand? The logic of branding -- Brand identity -- Sources of identity -- Part Two: Brand management -- Creating a brand -- Managing the time factor: Identity and change -- Brand extension -- Brand - product relationships -- The brand portfolio -- Going international -- Part Three: The brand in perspective -- Brand, products, enterprise and institution -- Financial evaluation of brands.
0749406976
93119141
Brand name products--Management.
658.827
Strategic brand management : new approaches to creating and evaluating brand equity / Jean-Noel Kapferer, [translated by Philip Gibbs]. - London : [Paris], France : Kogan Page, Les Editions d'Organisation, 1992. - 230 p. : ill. ; 24 cm.
Bibliography: (pages 213-218) and index.
Introduction: Managing brand equity: From brand value to brand values -- Part One: Understanding brands -- What's in a brand? The logic of branding -- Brand identity -- Sources of identity -- Part Two: Brand management -- Creating a brand -- Managing the time factor: Identity and change -- Brand extension -- Brand - product relationships -- The brand portfolio -- Going international -- Part Three: The brand in perspective -- Brand, products, enterprise and institution -- Financial evaluation of brands.
0749406976
93119141
Brand name products--Management.
658.827