Strategic brand management : creating and sustaining brand equity long term

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Title:

Author:

Kapferer, Jean-Noël.

ISBN:

9780749420697

Personal Author:

Kapferer, Jean-Noël.

Edition:

2nd ed.

Publication Information:

London ; Dover, NH, USA : Kogan Page, 1997.

Physical Description:

443 pages : illustrations ; 24 cm

Contents:

Brand equity in question -- The new rules of brand management -- Brand identity -- Launching new brands -- Sustaining a brand long term -- Adapting to the market: identity versus change -- Brand architecture: handling a large product portfolio -- Brand extension -- Multi-brand portfolios -- Handling name changes and brand transfers -- Decline, ageing and revitalisation -- Making brands go global -- Financial evaluation and accounting for brands -- Conclusion.

Abstract:

This in-depth account of every aspect of brand management is destined to become the definitive book on the topic for many years to come. Packed with examples and case studies, it pays particular attention to the development of global brands.

Subject Term:

Brand name products -- Management.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:VCSD	1:GEN-BOOK	000052867	658.827 KAP	1	Searching... Unknown
Searching... 1:VGBDX	1:REC-BOOK	000007001	658.827 KAP	1	Searching... Unknown
Searching... 1:VGCT	1:GEN-BOOK	000039644	658.827 KAP	1	Searching... Unknown

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Summary

""Strategic Brand Management"" deals with the concept and practice of brand management in its totality. The new edition is packed with fresh examples and case studies of brands from throughout the world, and pays particular attention to the development of global brands. Three new chapters have been included which concentrate on the life span of brands by looking at: the sources of challenges to brand equity; factors which dictate a brand's life expectancy; and revitalisation strategies for declining brands. More attention is now given to multi-brand strategies and there is a new chapter on the growing practice of merging brands. Given the increasing attention paid to brands by the business to business sector, the service sector and producers of luxury goods, much more reference is made to these markets.