The New Strategic Brand Management
Creating and sustaining brand equity long term
Ingenaaid Engels 2012 5e druk 9780749465155Samenvatting
'The New Strategic Brand Management' geeft alle marketing- en brandmanagers een compleet overzicht van de nieuwe regels van brandmanagement en hoe deze in praktijk gebracht kunnen worden.
Lezersrecensies
Inhoudsopgave
Part One: Why is branding so strategic?
1. Brand equity in question
2. Strategic implications of branding
3. Brand and business building
4. From private labels to store brands
5. Brand diversity: the types of brands
Part Two: The challenges of modern markets
6. The new rules of brand management
7. Brand identity and positioning
Part Three: Creating and sustaining brand equity
8. Launching the brand
9. The challenge of growth in mature markets
10. Sustaining a brand long term
11. Adapting to the market: identity and change
12. Growth through brand extensions
13. Brand architecture
14. Multi-brand portfolios
15. Handling name changes and brand transfers
16. Brand turnaround and rejuvenation
17. Managing global brands
Part Four: Brand valuation
18. Financial valuation and accounting for brands
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan