21876449
9780749406974
Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity
by Kapferer, J.
by Kapferer, J.
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Product details
- ISBN-13: 9780749406974
- ISBN: 0749406976
- Edition: illustrate
- Publication Date: 1992
- Publisher: Kogan Page, Limited
AUTHOR
SUMMARY
"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."Kapferer, J. is the author of 'Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity', published 1992 under ISBN 9780749406974 and ISBN 0749406976.
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