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The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term (New Strategic Brand Management: Creating & Sustaining Brand Equity) - Softcover
Synopsis
A comprehensive and practical review of the new rules of brand management.
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About the Author
Jean-Noël Kapferer is a professor of marketing strategy at HEC School of Management in France. He is the author of Reinventing the Brand (also published by Kogan Page).
Review
""The saying 'You don't get a second chance to make a good first impression' holds true for brand management. Kapferer (HEC School of Management, France) notes the importance of building brand equity from the start. 'A brand does in fact act as a genetic programme, ' Kapferer states. 'What is done at birth exerts a long-lasting influence of market perceptions.' Each early step, from creating the product prototype and bringing it to market to shaping its identity, lays the groundwork for what the brand will become. But even a strong brand such as Coca-Cola cannot coast on its reputation alone. Kapferer discusses how safeguarding brand equity in today's business environment is more challenging than ever because companies have to contend with retailer brands, global competition, and the Internet. The payoffs can be enormous, though, with Coca-Cola's brand valued at $69 billion, Microsoft's at $64 billion, and IBM's, $51 billion. In addition to the branding process, this new edition (1st ed., Strategic Brand Management, CH, Sep'94, 32-0404) also covers other aspects of brand management: brand extension, name changes, brand revitalization, and global brand management. Summing Up: Recommended. Upper-division undergraduate and graduate students; marketing faculty, researchers, and practitioners.""--P. G. Kishel, Cypress College in CHOICE
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- PublisherKogan Page Business Books
- Publication date2004
- ISBN 10 0749442832
- ISBN 13 9780749442835
- BindingPaperback
- LanguageEnglish
- Edition number2
- Number of pages720
- Rating
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The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term
Published by
Kogan Page Business Books, 2004
ISBN 10: 0749442832
ISBN 13: 9780749442835
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The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term
Published by
Kogan Page Business Books, 2004
ISBN 10: 0749442832
ISBN 13: 9780749442835
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The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term (New Strategic Brand Management: Creating & Sustaining Brand Equity)
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ISBN 10: 0749442832
ISBN 13: 9780749442835
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Softcover. Condition: Bon. Edition 2004. Ammareal reverse jusqu'à 15% du prix net de cet article à des organisations caritatives. ENGLISH DESCRIPTION Book Condition: Used, Good. Edition 2004. Ammareal gives back up to 15% of this item's net price to charity organizations. Seller Inventory # F-497-769
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The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term (New Strategic Brand Management: Creating & Sustaining Brand Equity)
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Kogan Page Business Books, 2004
ISBN 10: 0749442832
ISBN 13: 9780749442835
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Condition: Good. Your purchase helps support Sri Lankan Children's Charity 'The Rainbow Centre'. Ex-library, so some stamps and wear, but in good overall condition. Our donations to The Rainbow Centre have helped provide an education and a safe haven to hundreds of children who live in appalling conditions. Seller Inventory # Z1-U-019-02082
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Softcover. Condition: Très bon. Ancien livre de bibliothèque. Edition 2004. Ammareal reverse jusqu'à 15% du prix net de cet article à des organisations caritatives. ENGLISH DESCRIPTION Book Condition: Used, Very good. Former library book. Edition 2004. Ammareal gives back up to 15% of this item's net price to charity organizations. Seller Inventory # F-158-373
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