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Strategic brand management : a European perspective
Financial Times/Prentice Hall 2012 - 1 vol. (XXV-940 p.)
PART I Opening Perspectives. Chapter 1 Brands and Brand Management. PART II Identifying and Establishing Brand Positioning and Values. Chapter 2 Customer-Based Brand Equity. Chapter 3 Brand Positioning. PART III Planning and Implementing Brand Marketing Programs. Chapter 4 Choosing Brand Elements to Build Brand Equity. Chapter 5 Designing Marketing Programs to Build Brand Equity. Chapter 6 Integrating Marketing Communications to Build Brand Equity. Chapter 7 Using Secondary Brand Associations ... to Build Brand Equity. PART IV Measuring and Interpreting Brand Performance. Chapter 8 Developing a Brand Equity Measurement and Management System. Chapter 9 Measuring Sources of Brand Equity: Capturing the Customer Mindset. Chapter 10 Measuring Outcomes of Brand Equity: Capturing Market Performance. PART V Growing and Sustaining Brand Equity. Chapter 11 Designing and Implementing Branding Strategies. Chapter 12 Introducing and Naming New Products and Brand Extensions. Chapter 13 Managing Brands Over Time. Chapter 14 Managing Brands Over Geographic Boundaries and Market Segments. PART VI Closing Perspectives. Chapter 15 Closing Observations. Lire la suite