Jean-Noël Kapferer
The New Strategic Brand Management
Creating and sustaining brand equity long term
Ingenaaid Engels 2012 5e druk 9780749465155Verwachte levertijd ongeveer 16 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
