Strategic brand management : new approaches to creating and evaluating brand equity / Jean-Noel Kapferer, [translated by Philip Gibbs].
By: Kapferer, Jean-Noël
.
Material type: 
BookPublisher: London : [Paris], France : Kogan Page, Les Editions d'Organisation, 1992Description: 230 p. : ill. ; 24 cm.ISBN: 0749406976.Subject(s): Brand name products -- ManagementDDC classification: 658.827 | Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| General Lending | MTU Bishopstown Library Store Item | 658.827 (Browse shelf(Opens below)) | 1 | Available | 00044536 |
Enhanced descriptions from Syndetics:
"What's in a brand? the logic of branding -- Brand identity -- Sources of identity -- Creating a brand -- Managing the time factor: identity and change -- Brand extension -- Brand-product relationships -- The brand portfolio -- Going international -- Brand, products, enterprise and institution -- Financial evaluation of brands."
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.