05075cam a2200709Ii 4500 000388295 OCoLC 20170508212109.0 m o d cr |n||||||||| 160308t20162016ii a ob 001 0 eng d NEZPRACOVANÝ IMPORT 9789351503170 (electronic book) 9351503178 (electronic book) 9789351503163 (hardcover) 935150316X (hardcover) (OCoLC)944157890 HF5415.1255 .F88 2016eb BUS 082000 bisacsh BUS 041000 bisacsh BUS 042000 bisacsh BUS 085000 bisacsh 658.8/27 23 The future of branding / edited by Rajendra K. Srivastava, Gregory Metz Thomas. New Delhi, India ; Thousand Oaks, California : SAGE Publications, 2016. ©2016 1 online resource (xviii, 468 pages) : illustrations text txt rdacontent computer c rdamedia online resource cr rdacarrier Includes bibliographic references and index. Section I. Brand strategy. Selecting the brand architecture to match your strategy / Jean-Noël Kapferer -- A strategic approach to grow profits : defining, measuring, and maximizing customer value / V. Kumar and Bharath Rajan -- Branding in retail / Lluis Martinez-Ribes -- Section 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 -- Section 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 -- Section 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 Srivastava. "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"--Provided by publisher. Print version record. eBooks on EBSCOhost EBSCO PDA eBooks Branding (Marketing) Strategic planning. BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Branding (Marketing) fast (OCoLC)fst01743755 Strategic planning. fast (OCoLC)fst01134371 elektronické knihy fd186907 czenas electronic books eczenas Srivastava, Rajendra K., editor. Thomas, Gregory Metz, editor. Print version: Future of branding. New Delhi, India ; Thousand Oaks, California : SAGE Publications, [2016] 9789351503163 (DLC) 2015033678 (OCoLC)920680511 https://zdroje.vse.cz/login?url=http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=1194707 Plný text https://knihovna.vse.cz/e-zdroje/elektronicke-knihy/#ebsco Informace o práci s e-knihami EBSCO EB NEPOSILAT EB DEBSZ 480365784 MAIN YBP Library Services YANK 12876370 EBSCOhost EBSC 1194707 Coutts Information Services COUT 34122965 Ingram Digital eBook Collection IDEB cis34122965 92 E2U