Strategic brand management : new approaches to creating and evaluating brand equity / Jean-Noël Kapferer ; [translated by Philip Gibbs].
Material type:
TextLanguage: English Original language: French Publication details: London : Global business press, c1992 [reprint 1994].Description: 230 p. : ill. : 24 cmISBN: - 8172400489
- 658.827 23 KAS 1994
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Central Library, University of Rajshahi Reading Room | Non-fiction | 658.827 KAS 1994 (Browse shelf(Opens below)) | C-1 | Not For Loan | BDT | B20732 |
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| 658.82 TIP 1974 Promotion: persuasive communication in marketing / | 658.82 TUS 1959 Sales promotion that gets results / | 658.827 DRB 2001 Brands in the balance : meeting the challenges to commercial identity / | 658.827 KAS 1994 Strategic brand management : new approaches to creating and evaluating brand equity / | 658.827 KES 2004 Strategic brand management ; building, measuring, and managing brand equity / | 658.83 AAM 1998 Marketing research / | 658.83 BAM 1963 Problems in marketing research : in-basket simulation / |
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.
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