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-Noël Kapferer ; [translated by Philip Gibbs]. - London : Global business press, c1992 [reprint 1994]. - 230 p. : ill. : 24 cm.
Includes bibliographical and index.
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.
8172400489
Brand name products -- Management
Branding (Marketing)
658.827 / KAS 1994
Strategic brand management : new approaches to creating and evaluating brand equity / Jean-Noël Kapferer ; [translated by Philip Gibbs]. - London : Global business press, c1992 [reprint 1994]. - 230 p. : ill. : 24 cm.
Includes bibliographical and index.
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.
8172400489
Brand name products -- Management
Branding (Marketing)
658.827 / KAS 1994