The Future of Branding

1. Auflage 2016
ISBN: 978-93-5328-906-5
Verlag: SAGE Publications

Buch, Englisch, 492 Seiten, Format (B × H): 159 mm x 241 mm, Gewicht: 753 g

New ideas change the world. From social movements to scientific discovery the power of an idea is to reshape the world, who we are, and how we live. Changes in the increasingly dynamic competitive environment require a focus on what should be done, not just what is currently done. The inspiration for this book is to provide an outlet for cogent ideas that will help managers build and maintain brands in the future marketplace.

Written by the leading minds management from around the globe who are redefining best practices in managing brands, It examines the future of branding on key concepts including brand performance management, brand strategy, brand building, revitalizing brands, brand valuation, brand analysis, brand protection, and brand experience. The all-star team includes:

Martin Roll, Kevin Lane Keller, Don E. Schultz, Bernd Schmitt, Jean-Noel Kapferer, V. Kumar, Bharath Rajan, Lluis Martinez-Ribes, Shi Zhang, Jean Yannis Suvatjis, Leslie de Chernatony, Vanessa M. Patrick and Henrik Hagtvedt, Gregory M Thomas, Jeffrey Parkhurst Srinivas Reddy, Anupam Jaju, Werner Reinartz, Jeffery Andrien, Paul Benoit, Philip C Zerrillo, Cem Bahadir, and Rajendra K Srivastava.

Autoren/Hrsg.

Srivastava, Rajendra K

Thomas, Gregory Metz

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb

Inhaltsverzeichnis

Preface
Acknowledgments
I: BRAND STRATEGY
Selecting the Brand Architecture to Match Your Strategy - Jean-Noel Kapferer

A Strategic Approach to Grow Profits: Defining, Measuring, and Maximizing Customer Value - V. Kumar and Bharath Rajan
Branding in Retail - Lluis Martinez-Ribes

II: BRAND BUILDING
Brand Identity: Brand Naming Process and Brand Linguistics in the International Context - Bernd Schmitt and Shi Zhang

The Six-station Model of Corporate Identity: Developing and Assessing the Model - Jean Yannis Suvatjis and Leslie de Chernatony

Brand Development Processes and Planning - Kevin Lane Keller
Managing the Brand Experience - Bernd Schmitt
Rethinking Brand Development in an Interactive Marketplace - Don E. Schultz
Luxury Brands - Vanessa M. Patrick and Henrik Hagtvedt
The Dynamics of Brand Trust - Gregory M Thomas
III: LEVERAGING BRANDS
Branding and Emerging Markets - Martin Roll
Opportunities and Risks in Co-branding and Licensing - Jeffrey Parkhurst
Brand Revitalization - Kevin Lane Keller
Brand Identity Strategy for Mergers and Acquisitions - Srinivas Reddy and Anupam Jaju
IV: BRAND PERFORMANCE MANAGEMENT
The Great Debate: Managing Brands versus Managing Customers - Werner Reinartz
Brand Imperative: Protecting Your Most Valuable Assets - Jeffery Andrien, Paul Benoit, and Philip C Zerrillo
Hidden Value of Brands: Brands in Mergers and Acquisitions - S Cem Bahadir
Role of Brands in Managing Innovation - Rajendra K Srivastava
Index

Über Autor(innen)

Thomas, Gregory Metz
Gregory M. Thomas is a marketing visionary and growth hacker. I lead efforts to accelerate profitable revenue growth using state-of-the-art methods in strategic marketing, product development, digital marketing, and go-to-market management.

Srivastava, Rajendra K
Rajendra K. Srivastava is Dean of the Indian School of Business. His work on marketing performance is highly regarded and honored with many prestigious awards. The American Marketing Association awarded him the lifetime achievement award.