Jean-Noël Kapferer
The New Strategic Brand Management
Creating and sustaining brand equity long term
Ingenaaid Engels 2012 9780749465155Verwachte levertijd ongeveer 6 werkdagen
Samenvatting
'The New Strategic Brand Management' geeft alle marketing- en brandmanagers een compleet overzicht van de nieuwe regels van brandmanagement en hoe deze in praktijk gebracht kunnen worden.
Lezersrecensies
Wees de eerste die een lezersrecensie schrijft!
Inhoudsopgave
Introduction: building the brand when the clients are empowered
Part One: Why is branding so strategic?
1. Brand equity in question
2. Strategic implications of branding
3. Brand and business building
4. From private labels to store brands
5. Brand diversity: the types of brands
Part Two: The challenges of modern markets
6. The new rules of brand management
7. Brand identity and positioning
Part Three: Creating and sustaining brand equity
8. Launching the brand
9. The challenge of growth in mature markets
10. Sustaining a brand long term
11. Adapting to the market: identity and change
12. Growth through brand extensions
13. Brand architecture
14. Multi-brand portfolios
15. Handling name changes and brand transfers
16. Brand turnaround and rejuvenation
17. Managing global brands
Part Four: Brand valuation
18. Financial valuation and accounting for brands
Part One: Why is branding so strategic?
1. Brand equity in question
2. Strategic implications of branding
3. Brand and business building
4. From private labels to store brands
5. Brand diversity: the types of brands
Part Two: The challenges of modern markets
6. The new rules of brand management
7. Brand identity and positioning
Part Three: Creating and sustaining brand equity
8. Launching the brand
9. The challenge of growth in mature markets
10. Sustaining a brand long term
11. Adapting to the market: identity and change
12. Growth through brand extensions
13. Brand architecture
14. Multi-brand portfolios
15. Handling name changes and brand transfers
16. Brand turnaround and rejuvenation
17. Managing global brands
Part Four: Brand valuation
18. Financial valuation and accounting for brands
Rubrieken
- Advisering
- Algemeen management
- Coaching en trainen
- Communicatie en media
- Economie
- Financieel management
- Inkoop en logistiek
- Internet en social media
- IT-management / ICT
- Juridisch
- Leiderschap
- Marketing
- Mens en maatschappij
- Non-profit
- Ondernemen
- Organisatiekunde
- Personal finance
- Personeelsmanagement
- Persoonlijke effectiviteit
- Projectmanagement
- Psychologie
- Reclame en verkoop
- Strategisch management
- Verandermanagement
- Werk en loopbaan