Strategic brand management [Book] : creating and sustaining brand equity long term / Jean-Nol︠ Kapferer.

By:

Kapferer, Jean-Nol︠

Material type: Text

TextPublication details: London ; Dover, NH, USA: : Kogan Page, 1997.Edition: 2nd edDescription: 443 p. : ill. : ; 24 cmISBN:

8175541091

Subject(s):

Brand name products -- Management

DDC classification:

658.827 20

Other classification:

658.827

Summary: "Strategic Brand Management" deals with the concept and practice of brand management in its totality. The new edition is packed with fresh examples and case studies of brands from throughout the world, and pays particular attention to the development of global brands. Three new chapters have been included which concentrate on the life span of brands by looking at: the sources of challenges to brand equity; factors which dictate a brand's life expectancy; and revitalisation strategies for declining brands. More attention is now given to multi-brand strategies and there is a new chapter on the growing practice of merging brands. Given the increasing attention paid to brands by the business to business sector, the service sector and producers of luxury goods, much more reference is made to these markets.

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode	Item holds
Books	Junaid Zaidi Library, COMSATS University Islamabad 2nd Floor	658.827 KAP-S (Browse shelf(Opens below))	Available		12061
Books	Junaid Zaidi Library, COMSATS University Islamabad 2nd Floor	658.827 KAP-S (Browse shelf(Opens below))	Available		16979

Total holds: 0

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Previous	658.827 DUN-P Principles of advertising & IMC	658.827 KAP-E 18 brand astras using brand abilities as weapons for CRISP brand building /	658.827 KAP-S Strategic brand management creating and sustaining brand equity long term /	658.827 KAP-S Strategic brand management creating and sustaining brand equity long term /	658.827 KEL-S Strategic brand management building, measuring, and managing brand equity /	658.827 KEL-S Strategic brand management building, measuring, and managing brand equity /	658.827 KEL-S Strategic brand management building, measuring, and managing brand equity /	Next

Indian reprint original ISBN 0749420693 (pbk) :

"Strategic Brand Management" deals with the concept and practice of brand management in its totality. The new edition is packed with fresh examples and case studies of brands from throughout the world, and pays particular attention to the development of global brands. Three new chapters have been included which concentrate on the life span of brands by looking at: the sources of challenges to brand equity; factors which dictate a brand's life expectancy; and revitalisation strategies for declining brands. More attention is now given to multi-brand strategies and there is a new chapter on the growing practice of merging brands. Given the increasing attention paid to brands by the business to business sector, the service sector and producers of luxury goods, much more reference is made to these markets.

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