Buch, Englisch, 512 Seiten, Format (B × H): 189 mm x 246 mm, Gewicht: 980 g
Advanced Insights and Strategic Thinking
Buch, Englisch, 512 Seiten, Format (B × H): 189 mm x 246 mm, Gewicht: 980 g
ISBN: 978-0-7494-6515-5
Verlag: Kogan Page
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
Chapter - 00: Introduction - Building the Brand when the Clients Are Empowered;Section - ONE: Why is Branding So Strategic?;Chapter - 01: Brand Equity in Question;Chapter - 02: Strategic Implications of Branding;Chapter - 03: Brand and Business Models;Chapter - 04: Brand Diversity - How Specific Are Different Sectors?;Chapter - 05: Managing Retail Brands;Section - TWO: The Challenges of Modern Markets;Chapter - 06: The New Brand Management;Chapter - 07: Brand Identity and Positioning;Section - THREE: Creating and Sustaining Brand Equity;Chapter - 08: Launching the Brand;Chapter - 09: Growing the Brand;Chapter - 10: Sustaining a Brand Long Term;Chapter - 11: Brand and Products - Identity and Change;Chapter - 12: Growth Through Brand Extensions;Chapter - 13: Brand Architecture;Chapter - 14: Multi-Brand Portfolios;Chapter - 15: Handling Name Changes and Brand Transfers;Chapter - 16: Brand Turnaround and Rejuvenation;Chapter - 17: Managing Global Brands;Section - FOUR: Brand Valuation;Chapter - 18: Financial Valuation and Accounting for Brands