The future of branding
| Další autoři: | , |
|---|---|
| Typ dokumentu: | E-kniha |
| Jazyk: | angličtina |
| ISBN: | 9789351503170 9351503178 9789351503163 935150316X |
| Rok: |
New Delhi, India ; Thousand Oaks, California :
SAGE Publications,
2016.
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| Témata: | |
| On-line přístup: | Plný text - nelze MVS Informace o práci s e-knihami |
Obsah:
- 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.