The future of branding

Podrobná bibliografie
Další autoři: Srivastava, Rajendra K., (Editor), Thomas, Gregory Metz, (Editor)
Typ dokumentu: E-kniha
Jazyk:angličtina
ISBN:9789351503170
9351503178
9789351503163
935150316X
Rok: New Delhi, India ; Thousand Oaks, California : SAGE Publications, 2016.
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.