(eBook PDF) The New Strategic Brand Management 5th Edition – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 9780749465155
- ISBN-13 : 978-0749465155
- Author: Kapferer, Jean-Noël
The New Strategic Brand Management is simply the reference source for branding professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy, but also has become synonymous with the topic itself.
Table contents:
01 Brand equity in question
02 Strategic implications of branding
03 Brand and business models
04 Brand diversity: how specific are different sectors?
05 Managing retail brands
06 The new brand management
07 Brand identity and positioning
08 Launching the brand
09 Growing the brand
10 Sustaining a brand long term
11 Brand and products: identity and change
12 Growth through brand extensions
13 Brand architecture
14 Multi-brand portfolios
15 Handling name changes and brand transfers
16 Brand turnaround and rejuvenation
17 Managing global brands
18 Financial valuation and accounting for brands
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