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020 _a9780749465155 (pbk.) :
_c39.99
040 _aStDuBDS
_beng
_cStDuBDS
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050 0 _aHD69.B7
_bK37 2012
072 7 _aBUS
_2ukslc
072 7 _aKJ
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072 7 _aKJC
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072 7 _aKJSM
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082 0 4 _a658.827
_223
100 1 _aKapferer, Jean-Noel.
_95873
245 1 4 _aThe new strategic brand management :
_badvanced insights and strategic thinking /
_cJean-Noel Kapferer.
250 _a5th ed.
260 _aLondon :
_bKogan Page,
_c2012.
300 _axviii, 492 p. :
_bill. ;
_c25 cm.
366 _b20120103
_cIn Stock
500 _aPrevious ed.: 2008.
504 _aIncludes bibliographical references and index.
505 0 _aChapter - 00: Introduction - Building the Brand when the Clients Are Empowered;Section - ONE: Why is Branding So Strategic?;Chapter - 01: Brand Equity in Question;Chapter - 02: Strategic Implications of Branding;Chapter - 03: Brand and Business Models;Chapter - 04: Brand Diversity - How Specific Are Different Sectors?;Chapter - 05: Managing Retail Brands;Section - TWO: The Challenges of Modern Markets;Chapter - 06: The New Brand Management;Chapter - 07: Brand Identity and Positioning;Section - THREE: Creating and Sustaining Brand Equity;Chapter - 08: Launching the Brand;Chapter - 09: Growing the Brand;Chapter - 10: Sustaining a Brand Long Term;Chapter - 11: Brand and Products - Identity and Change;Chapter - 12: Growth Through Brand Extensions;Chapter - 13: Brand Architecture;Chapter - 14: Multi-Brand Portfolios;Chapter - 15: Handling Name Changes and Brand Transfers;Chapter - 16: Brand Turnaround and Rejuvenation;Chapter - 17: Managing Global Brands;Section - FOUR: Brand Valuation;Chapter - 18: Financial Valuation and Accounting for Brands
520 8 _aUsed on professional and academic courses worldwide, Kapferer's guide to brand management is supported by an array of international case studies, offering practical guidance and revealing new thinking in the field.
_bAdopted internationally by business schools and MBA programmes, this book is the ultimate resource for senior strategists, positioning professionals and postgraduate students to understand and overcome the challenges of brand management and strategy today, written by the leading international expert of branding, Jean-Nol Kapferer.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. Using an array of international case studies, this book covers all the leading issues faced by brand strategists today, with both gravitas and intelligent insight. It reveals new thinking on topics such as putting culture and content into brands, the impact of private labels and the comeback of local brands.This updated fifth edition builds on the book's already impressive reputation, including new content that will help students and practitioners stay up to date with targeting, with relevant research and market knowledge to support the discipline. With dedicated sections for specific types of brands (luxury, corporate and retail), international examples and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka; plus models and frameworks such as the Brand Identity Prism; The New Strategic Brand Management remains at the forefront of strategic brand thinking.
650 0 _aBrand name products
_xManagement.
650 0 _aStrategic planning.
_916393
650 7 _aBusiness and Management.
_2ukslc
650 7 _aBusiness & Management
_2thema
650 7 _aSales & marketing
_2thema
_920600
650 7 _aBusiness strategy
_2thema
_913887
650 7 _aManagement & management techniques
_2thema
650 7 _aMarket research
_2thema
_915371
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999 _c39443
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