Strategic Brand Management: Creating and Sustaining Brand Equity Long Term
| Author | : | |
| Rating | : | 4.71 (908 Votes) |
| Asin | : | 0749420693 |
| Format Type | : | paperback |
| Number of Pages | : | 320 Pages |
| Publish Date | : | 2014-05-02 |
| Language | : | French |
DESCRIPTION:
""With its thorough analysis and numerous case studies, this is the best book on brands yet. It is an invaluable reference for designers, marketing managers and brand managers alike."" -- Design
"A holistic approach to brand architecture" according to Jorge Marroquín-Rivera. This book is a comprehensive and holistic approach to brand architecture. The author presents an expanded view of the meaning and role of brands and gives a new dimension, deeper than the single, limited conceptualization of a brand as a product. The role of the organizational associations, of the culture values and the emotional imput is very well integrated to understand the multidimensional meaning of a brand. This book will help bran. kapferer clarifies - brand management is in its infancy Before brand image and positioning, other things are needed. Kapferer explains why these include : identity, vision/purpose, brand architecture and charter. All ways of integrating marketing as an organisation-wide learning process. Every brand owner needs a copy of this book. If you'd like to form a discussion group debating key lessons on branding (and when it is/isn't the most valuable corporate asset), please e-mail me at wcbn007@eas
""Strategic Brand Management"" deals with the concept and practice of brand management in its totality. 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.. More attention is now given to multi-brand strategies and there is a new chapter on the growing practice of merging 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. 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