The new strategic brand management: creating and sustaining brand equity long term
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Kogan Page
2005
|
| Ausgabe: | 3. ed., repr. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Frühere Aufl. u.d.T.: Strategic brand management Includes bibliographical references and index |
| Beschreibung: | XIV, 497 S. graph. Darst. |
| ISBN: | 0749442832 |
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| 245 | 1 | 0 | |a The new strategic brand management |b creating and sustaining brand equity long term |c Jean-Noël Kapferer |
| 246 | 1 | 3 | |a Strategic brand manangement |
| 250 | |a 3. ed., repr. | ||
| 264 | 1 | |a London [u.a.] |b Kogan Page |c 2005 | |
| 300 | |a XIV, 497 S. |b graph. Darst. | ||
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| 500 | |a Frühere Aufl. u.d.T.: Strategic brand management | ||
| 500 | |a Includes bibliographical references and index | ||
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Datensatz im Suchindex
| _version_ | 1804135362588573696 |
|---|---|
| adam_text | CONTENTS LIST OF FIGURES IX LIST OF TABLES XI PREFACE TO THE THIRD
EDITION XIII INTRODUCTION: YOU CAN T BUILD THE BRAND WITHOUT BUILDING
THE BUSINESS 1 PART ONE: WHY IS BRANDING SO STRATEGIC? 1. BRAND EQUITY
IN QUESTION 9 WHAT IS A BRAND? 9; DIFFERENTIATING BETWEEN BRAND ASSETS,
STRENGTH AND VALUE 13; TRACKING BRAND EQUITY 15; GOODWILL: THE
CONVERGENCE OF FINANCE AND MARKETING 18; HOW BRANDS CREATE VALUE FOR THE
CUSTOMER 20; HOW BRANDS CREATE VALUE FOR THE COMPANY 24; CORPORATE
REPUTATION AND THE CORPORATE BRAND 29 2. STRATEGIC IMPLICATIONS OF
BRANDING 33 WHAT DOES BRANDING REALLY MEAN? 33; PERMANENTLY NURTURING
THE DIFFERENCE 37; WHAT YOU DO FIRST IS MOST IMPORTANT 38; THE BRAND IS
REALLY A CONTRACT 40; THE PRODUCT AND THE BRAND 41; EACH BRAND NEEDS A
FLAGSHIP PRODUCT 44; ADVERTISING PRODUCTS THROUGH THE BRAND PRISM 45;
BRANDS AND OTHER SIGNS OF QUALITY 46; OBSTACLES TO THE IMPLICATIONS OF
BRANDING 48; SERVICE BRANDS 51 3. BRAND AND BUSINESS BUILDING 55 ARE
BRANDS FOR ALL COMPANIES? 55; BUILDING A MARKET LEADER WITHOUT
ADVERTISING 58; BRAND BUILDING: FROM PRODUCT TO VALUES, AND VICE VERSA
61; ARE LEADING BRANDS THE BEST PRODUCTS? 62; UNDERSTANDING THE VALUE
CURVE OF THE TARGET 63; BREAKING THE RULE AND ACTING FAST 64; COMPARING
BRAND AND BUSINESS MODELS: COLA DRINKS 64; TWO DIFFERENT APPROACHES TO
LUXURY BRAND BUILDING 69 VI CONTENTS PART TWO: THE CHALLENGES OF MODERN
MARKETS 4. THE NEW RULES OF BRAND MANAGEMENT 75 THE NEW CHALLENGES OF
MODERN MARKETS 75; KEY PRINCIPLES OF COMPETITIVE BRANDING 78; THE
ENLARGED SCOPE OF BRAND MANAGEMENT 85; LICENSING: A STRATEGIC LEVER 89;
THE LOGIC OF CO-BRANDING 91 5. BRAND IDENTITY AND POSITIONING 95 BRAND
IDENTITY: A NECESSARY CONCEPT 95; IDENTITY AND POSITIONING 99; WHY
BRANDS NEED IDENTITY AND POSITIONING 102; THE SIX FACETS OF BRAND
IDENTITY 106; SOURCES OF IDENTITY 113; BRAND ESSENCE 122 6. THE LOGIC OF
RETAIL BRANDS 125 THE CHANGING NATURE OF RETAIL BRANDS 125; WHY HAVE A
RETAIL BRAND? 127; THE BUSINESS LOGIC OF RETAIL BRANDS 128; HOW RETAIL
BRANDS GROW 128; SUCCESS FACTORS OF RETAIL BRANDS 130; OPTIMISING THE
RETAIL BRAND MARKETING MIX 132; CHANGING THE BRAND AND BUSINESS MODEL:
DECATHLON 133; HOW MANUFACTURERS COMPETE AGAINST RETAIL BRANDS 135;
DEFENDING AGAINST IMITATION BY RETAIL BRANDS 139; FACING THE LOW-COST
REVOLUTION 141 PART THREE: CREATING AND SUSTAINING BRAND EQUITY 7.
LAUNCHING THE BRAND 147 LAUNCHING A BRAND AND LAUNCHING A PRODUCT ARE
NOT THE SAME 147; DEFINING THE BRAND S PLATFORM 149; THE PROCESS OF
BRAND POSITIONING 151; DETERMINING THE FLAGSHIP PRODUCT 154; BRAND
CAMPAIGN OR PRODUCT CAMPAIGN? 155; BRAND LANGUAGE AND TERRITORY OF
COMMUNICATION 155; CHOOSING A NAME FOR A STRONG BRAND 156; OVERCOMING
THRESHOLDS IN BRAND AWARENESS 159; MAKING CREATIVE ADVERTISING WORK FOR
THE BRAND 161; BUILDING BRAND FOUNDATIONS THROUGH OPINION LEADERS 163;
TAKING DISTRIBUTORS INTO ACCOUNT 165 8. THE CHALLENGE OF GROWTH IN
MATURE MARKETS 167 GROWTH THROUGH EXISTING CUSTOMERS 167; LINE
EXTENSIONS: NECESSITY AND LIMITS 171; GROWTH THROUGH INNOVATION 175;
DISRUPTING MARKETS THROUGH VALUE INNOVATION 1 79; MANAGING FRAGMENTED
MARKETS 181; GROWTH THROUGH CROSS-SELLING BETWEEN BRANDS 182; GROWTH
THROUGH INTERNATIONALISATION 182 9. SUSTAINING A BRAND LONG TERM 185 IS
THERE A BRAND LIFE CYCLE? 186; THE FRAGILE EQUILIBRIUM OF ADDED VALUE
188; RECREATING A PERCEIVED DIFFERENCE 191; INVESTING IN COMMUNICATION
194; NO ONE IS FREE FROM PRICE COMPARISONS 195; IMAGE IS AN ART AT
RETAIL 198; CREATING ENTRY BARRIERS 199; DEFENDING AGAINST BRAND
COUNTERFEITING 201; FROM BRAND EQUITY TO CUSTOMER EQUITY 203; SUSTAINING
PROXIMITY WITH INFLUENCERS 212; THE NECESSITY OF DUAL MANAGEMENT 214 10.
ADAPTING TO THE MARKET: IDENTITY AND CHANGE 217 THE NECESSITY OF CHANGE
218; BRAND IDENTITY VERSUS BRAND DIVERSITY 219; CONSISTENCY IS NOT MERE
REPETITION 222; THE THREE LAYERS OF A BRAND: KERNEL, CODES AND PROMISES
222; RESPECTING THE BRAND CONTRACT 224; MANAGING TWO LEVELS OF BRANDING
225; CHECKING THE VALUE OF ONE S IDENTITY 227; REINVENTING THE BRAND:
SALOMON 228 CONTENTS VII 11. GROWTH THROUGH BRAND EXTENSIONS 233 WHAT IS
NEW ABOUT BRAND EXTENSIONS? 234; BRAND OR LINE EXTENSIONS? 236; THE
LIMITS OF THE CLASSICAL CONCEPTION OF A BRAND 238; WHY ARE BRAND
EXTENSIONS NECESSARY? 241; BUILDING THE BRAND THROUGH SYSTEMATIC
EXTENSIONS 244; EXTENDING THE BRAND TO INTERNATIONALISE IT 246;
IDENTIFYING POTENTIAL EXTENSIONS 247; THE ECONOMICS OF BRAND EXTENSION
249; WHAT RESEARCH TELLS US ABOUT BRAND EXTENSIONS 254; HOW EXTENSIONS
IMPACT THE BRAND: A TYPOLOGY 263; AVOIDING THE RISK OF DILUTION 264;
WHAT DOES BRAND COHERENCE REALLY MEAN? 269; BALANCING IDENTITY AND
CHANGE 270; ASSESSING WHAT SHOULD NOT CHANGE: THE BRAND KERNEL 272;
PREPARING THE BRAND FOR REMOTE EXTENSIONS 274; KEYS TO SUCCESSFUL BRAND
EXTENSIONS 278; IS THE MARKET IS REALLY ATTRACTIVE? 283; A FEW CLASSIC
IMPLEMENTATION ERRORS 284; AN EXTENSION-BASED BUSINESS MODEL: VIRGIN 288
12. BRAND ARCHITECTURE: MANAGING BRAND AND PRODUCT RELATIONSHIPS 293
BRANDING STRATEGIES 294; CHOOSING THE APPROPRIATE BRANDING STRATEGY 310;
RETAILER BRANDING STRATEGIES 315; NEW TRENDS IN BRANDING STRATEGIES 318;
INTERNATIONALISING THE ARCHITECTURE OF THE BRAND 321; GROUP AND
CORPORATE BRANDS 322; CORPORATE BRANDS AND PRODUCT BRANDS 325 13.
MULTI-BRAND PORTFOLIOS 329 INHERITED COMPLEX PORTFOLIOS 330; FROM SINGLE
TO MULTIPLE BRANDS: MICHELIN 331; THE BENEFITS OF MULTIPLE ENTRIES 333;
LINKING THE PORTFOLIO TO SEGMENTATION 334; GLOBAL PORTFOLIO STRATEGY
339; THE CASE OF INDUSTRIAL BRAND PORTFOLIOS 340; LINKING THE BRAND
PORTFOLIO TO THE CORPORATE STRATEGY 342; KEY RULES TO MANAGE A
MULTI-BRAND PORTFOLIO 344; DESIGN AND PORTFOLIO MANAGEMENT 347; DOES THE
BRAND PORTFOLIO MATCH THE ORGANISATION? 348; AUDITING THE PORTFOLIO
STRATEGICALLY 349; A LOCAL AND GLOBAL PORTFOLIO - NESTLE 350 14.
HANDLING NAME CHANGES AND BRAND TRANSFERS 353 BRAND TRANSFERS ARE MORE
THAN A NAME CHANGE 353; REASONS FOR BRAND TRANSFERS 355; THE CHALLENGE
OF BRAND TRANSFERS 356; WHEN ONE SHOULD NOT SWITCH 357; WHEN BRAND
TRANSFER FAILS 358; ANALYSING BEST PRACTICES 360; TRANSFERRING A SERVICE
BRAND 369; WHICH BRAND TO RETAIN AFTER A MERGER 371; MANAGING RESISTANCE
TO CHANGE 372; FACTORS OF SUCCESSFUL BRAND TRANSFERS 374; CHANGING THE
CORPORATE BRAND 376 15 AGEING, DECLINE AND REVITALISATION 379 THE DECAY
OF BRAND EQUITY 380; THE FACTORS OF DECLINE 381; DISTRIBUTION FACTORS
384; WHEN THE BRAND BECOMES GENERIC 385; THE AGEING OF BRANDS 385;
REJUVENATING A BRAND 387; GROWING OLDER BUT NOT AGEING 392 16. MANAGING
GLOBAL BRANDS 395 THE LATEST ON GLOBALISATION 396; PATTERNS OF BRAND
GLOBALISATION 399; WHY GLOBALISE? 401; THE BENEFITS OF A GLOBAL IMAGE
406; CONDITIONS FAVOURING GLOBAL BRANDS 408; THE EXCESS OF GLOBALISATION
410; BARRIERS TO GLOBALISATION 411; COPING WITH LOCAL DIVERSITY 413;
BUILDING THE BRAND IN EMERGING COUNTRIES 418; NAMING PROBLEMS 419;
ACHIEVING THE DELICATE LOCAL-GLOBAL BALANCE 420; BEING PERCEIVED AS
LOCAL: THE NEW IDEAL OF GLOBAL BRANDS? 423; LOCAL BRANDS MAKE A
COMEBACK? 425; THE PROCESS OF BRAND GLOBALISATION 427; GLOBALISING
COMMUNICATIONS: PROCESSES AND PROBLEMS 435; MAKING LOCAL BRANDS CONVERGE
438 VIII CONTENTS PART FOUR: BRAND VALUATION 17. FINANCIAL BRAND
VALUATION AND ACCOUNTING FOR BRANDS 443 ACCOUNTING FOR BRANDS: THE
DEBATE 444; WHAT IS FINANCIAL BRAND EQUITY? 447; EVALUATING BRAND
VALUATION METHODS 452; THE NINE STEPS TO BRAND VALUATION 464; THE
EVALUATION OF COMPLEX CASES 467; WHAT ABOUT THE BRAND VALUES PUBLISHED
ANNUALLY IN THE PRESS? 468 BIBLIOGRAPHY 471 INDEX 485
|
| adam_txt |
CONTENTS LIST OF FIGURES IX LIST OF TABLES XI PREFACE TO THE THIRD
EDITION XIII INTRODUCTION: YOU CAN'T BUILD THE BRAND WITHOUT BUILDING
THE BUSINESS 1 PART ONE: WHY IS BRANDING SO STRATEGIC? 1. BRAND EQUITY
IN QUESTION 9 WHAT IS A BRAND? 9; DIFFERENTIATING BETWEEN BRAND ASSETS,
STRENGTH AND VALUE 13; TRACKING BRAND EQUITY 15; GOODWILL: THE
CONVERGENCE OF FINANCE AND MARKETING 18; HOW BRANDS CREATE VALUE FOR THE
CUSTOMER 20; HOW BRANDS CREATE VALUE FOR THE COMPANY 24; CORPORATE
REPUTATION AND THE CORPORATE BRAND 29 2. STRATEGIC IMPLICATIONS OF
BRANDING 33 WHAT DOES BRANDING REALLY MEAN? 33; PERMANENTLY NURTURING
THE DIFFERENCE 37; WHAT YOU DO FIRST IS MOST IMPORTANT 38; THE BRAND IS
REALLY A CONTRACT 40; THE PRODUCT AND THE BRAND 41; EACH BRAND NEEDS A
FLAGSHIP PRODUCT 44; ADVERTISING PRODUCTS THROUGH THE BRAND PRISM 45;
BRANDS AND OTHER SIGNS OF QUALITY 46; OBSTACLES TO THE IMPLICATIONS OF
BRANDING 48; SERVICE BRANDS 51 3. BRAND AND BUSINESS BUILDING 55 ARE
BRANDS FOR ALL COMPANIES? 55; BUILDING A MARKET LEADER WITHOUT
ADVERTISING 58; BRAND BUILDING: FROM PRODUCT TO VALUES, AND VICE VERSA
61; ARE LEADING BRANDS THE BEST PRODUCTS? 62; UNDERSTANDING THE VALUE
CURVE OF THE TARGET 63; BREAKING THE RULE AND ACTING FAST 64; COMPARING
BRAND AND BUSINESS MODELS: COLA DRINKS 64; TWO DIFFERENT APPROACHES TO
LUXURY BRAND BUILDING 69 VI CONTENTS PART TWO: THE CHALLENGES OF MODERN
MARKETS 4. THE NEW RULES OF BRAND MANAGEMENT 75 THE NEW CHALLENGES OF
MODERN MARKETS 75; KEY PRINCIPLES OF COMPETITIVE BRANDING 78; THE
ENLARGED SCOPE OF BRAND MANAGEMENT 85; LICENSING: A STRATEGIC LEVER 89;
THE LOGIC OF CO-BRANDING 91 5. BRAND IDENTITY AND POSITIONING 95 BRAND
IDENTITY: A NECESSARY CONCEPT 95; IDENTITY AND POSITIONING 99; WHY
BRANDS NEED IDENTITY AND POSITIONING 102; THE SIX FACETS OF BRAND
IDENTITY 106; SOURCES OF IDENTITY 113; BRAND ESSENCE 122 6. THE LOGIC OF
RETAIL BRANDS 125 THE CHANGING NATURE OF RETAIL BRANDS 125; WHY HAVE A
RETAIL BRAND? 127; THE BUSINESS LOGIC OF RETAIL BRANDS 128; HOW RETAIL
BRANDS GROW 128; SUCCESS FACTORS OF RETAIL BRANDS 130; OPTIMISING THE
RETAIL BRAND MARKETING MIX 132; CHANGING THE BRAND AND BUSINESS MODEL:
DECATHLON 133; HOW MANUFACTURERS COMPETE AGAINST RETAIL BRANDS 135;
DEFENDING AGAINST IMITATION BY RETAIL BRANDS 139; FACING THE LOW-COST
REVOLUTION 141 PART THREE: CREATING AND SUSTAINING BRAND EQUITY 7.
LAUNCHING THE BRAND 147 LAUNCHING A BRAND AND LAUNCHING A PRODUCT ARE
NOT THE SAME 147; DEFINING THE BRAND'S PLATFORM 149; THE PROCESS OF
BRAND POSITIONING 151; DETERMINING THE FLAGSHIP PRODUCT 154; BRAND
CAMPAIGN OR PRODUCT CAMPAIGN? 155; BRAND LANGUAGE AND TERRITORY OF
COMMUNICATION 155; CHOOSING A NAME FOR A STRONG BRAND 156; OVERCOMING
THRESHOLDS IN BRAND AWARENESS 159; MAKING CREATIVE ADVERTISING WORK FOR
THE BRAND 161; BUILDING BRAND FOUNDATIONS THROUGH OPINION LEADERS 163;
TAKING DISTRIBUTORS INTO ACCOUNT 165 8. THE CHALLENGE OF GROWTH IN
MATURE MARKETS 167 GROWTH THROUGH EXISTING CUSTOMERS 167; LINE
EXTENSIONS: NECESSITY AND LIMITS 171; GROWTH THROUGH INNOVATION 175;
DISRUPTING MARKETS THROUGH VALUE INNOVATION 1 79; MANAGING FRAGMENTED
MARKETS 181; GROWTH THROUGH CROSS-SELLING BETWEEN BRANDS 182; GROWTH
THROUGH INTERNATIONALISATION 182 9. SUSTAINING A BRAND LONG TERM 185 IS
THERE A BRAND LIFE CYCLE? 186; THE FRAGILE EQUILIBRIUM OF ADDED VALUE
188; RECREATING A PERCEIVED DIFFERENCE 191; INVESTING IN COMMUNICATION
194; NO ONE IS FREE FROM PRICE COMPARISONS 195; IMAGE IS AN ART AT
RETAIL 198; CREATING ENTRY BARRIERS 199; DEFENDING AGAINST BRAND
COUNTERFEITING 201; FROM BRAND EQUITY TO CUSTOMER EQUITY 203; SUSTAINING
PROXIMITY WITH INFLUENCERS 212; THE NECESSITY OF DUAL MANAGEMENT 214 10.
ADAPTING TO THE MARKET: IDENTITY AND CHANGE 217 THE NECESSITY OF CHANGE
218; BRAND IDENTITY VERSUS BRAND DIVERSITY 219; CONSISTENCY IS NOT MERE
REPETITION 222; THE THREE LAYERS OF A BRAND: KERNEL, CODES AND PROMISES
222; RESPECTING THE BRAND CONTRACT 224; MANAGING TWO LEVELS OF BRANDING
225; CHECKING THE VALUE OF ONE'S IDENTITY 227; REINVENTING THE BRAND:
SALOMON 228 CONTENTS VII 11. GROWTH THROUGH BRAND EXTENSIONS 233 WHAT IS
NEW ABOUT BRAND EXTENSIONS? 234; BRAND OR LINE EXTENSIONS? 236; THE
LIMITS OF THE CLASSICAL CONCEPTION OF A BRAND 238; WHY ARE BRAND
EXTENSIONS NECESSARY? 241; BUILDING THE BRAND THROUGH SYSTEMATIC
EXTENSIONS 244; EXTENDING THE BRAND TO INTERNATIONALISE IT 246;
IDENTIFYING POTENTIAL EXTENSIONS 247; THE ECONOMICS OF BRAND EXTENSION
249; WHAT RESEARCH TELLS US ABOUT BRAND EXTENSIONS 254; HOW EXTENSIONS
IMPACT THE BRAND: A TYPOLOGY 263; AVOIDING THE RISK OF DILUTION 264;
WHAT DOES BRAND COHERENCE REALLY MEAN? 269; BALANCING IDENTITY AND
CHANGE 270; ASSESSING WHAT SHOULD NOT CHANGE: THE BRAND KERNEL 272;
PREPARING THE BRAND FOR REMOTE EXTENSIONS 274; KEYS TO SUCCESSFUL BRAND
EXTENSIONS 278; IS THE MARKET IS REALLY ATTRACTIVE? 283; A FEW CLASSIC
IMPLEMENTATION ERRORS 284; AN EXTENSION-BASED BUSINESS MODEL: VIRGIN 288
12. BRAND ARCHITECTURE: MANAGING BRAND AND PRODUCT RELATIONSHIPS 293
BRANDING STRATEGIES 294; CHOOSING THE APPROPRIATE BRANDING STRATEGY 310;
RETAILER BRANDING STRATEGIES 315; NEW TRENDS IN BRANDING STRATEGIES 318;
INTERNATIONALISING THE ARCHITECTURE OF THE BRAND 321; GROUP AND
CORPORATE BRANDS 322; CORPORATE BRANDS AND PRODUCT BRANDS 325 13.
MULTI-BRAND PORTFOLIOS 329 INHERITED COMPLEX PORTFOLIOS 330; FROM SINGLE
TO MULTIPLE BRANDS: MICHELIN 331; THE BENEFITS OF MULTIPLE ENTRIES 333;
LINKING THE PORTFOLIO TO SEGMENTATION 334; GLOBAL PORTFOLIO STRATEGY
339; THE CASE OF INDUSTRIAL BRAND PORTFOLIOS 340; LINKING THE BRAND
PORTFOLIO TO THE CORPORATE STRATEGY 342; KEY RULES TO MANAGE A
MULTI-BRAND PORTFOLIO 344; DESIGN AND PORTFOLIO MANAGEMENT 347; DOES THE
BRAND PORTFOLIO MATCH THE ORGANISATION? 348; AUDITING THE PORTFOLIO
STRATEGICALLY 349; A LOCAL AND GLOBAL PORTFOLIO - NESTLE 350 14.
HANDLING NAME CHANGES AND BRAND TRANSFERS 353 BRAND TRANSFERS ARE MORE
THAN A NAME CHANGE 353; REASONS FOR BRAND TRANSFERS 355; THE CHALLENGE
OF BRAND TRANSFERS 356; WHEN ONE SHOULD NOT SWITCH 357; WHEN BRAND
TRANSFER FAILS 358; ANALYSING BEST PRACTICES 360; TRANSFERRING A SERVICE
BRAND 369; WHICH BRAND TO RETAIN AFTER A MERGER 371; MANAGING RESISTANCE
TO CHANGE 372; FACTORS OF SUCCESSFUL BRAND TRANSFERS 374; CHANGING THE
CORPORATE BRAND 376 15 AGEING, DECLINE AND REVITALISATION 379 THE DECAY
OF BRAND EQUITY 380; THE FACTORS OF DECLINE 381; DISTRIBUTION FACTORS
384; WHEN THE BRAND BECOMES GENERIC 385; THE AGEING OF BRANDS 385;
REJUVENATING A BRAND 387; GROWING OLDER BUT NOT AGEING 392 16. MANAGING
GLOBAL BRANDS 395 THE LATEST ON GLOBALISATION 396; PATTERNS OF BRAND
GLOBALISATION 399; WHY GLOBALISE? 401; THE BENEFITS OF A GLOBAL IMAGE
406; CONDITIONS FAVOURING GLOBAL BRANDS 408; THE EXCESS OF GLOBALISATION
410; BARRIERS TO GLOBALISATION 411; COPING WITH LOCAL DIVERSITY 413;
BUILDING THE BRAND IN EMERGING COUNTRIES 418; NAMING PROBLEMS 419;
ACHIEVING THE DELICATE LOCAL-GLOBAL BALANCE 420; BEING PERCEIVED AS
LOCAL: THE NEW IDEAL OF GLOBAL BRANDS? 423; LOCAL BRANDS MAKE A
COMEBACK? 425; THE PROCESS OF BRAND GLOBALISATION 427; GLOBALISING
COMMUNICATIONS: PROCESSES AND PROBLEMS 435; MAKING LOCAL BRANDS CONVERGE
438 VIII CONTENTS PART FOUR: BRAND VALUATION 17. FINANCIAL BRAND
VALUATION AND ACCOUNTING FOR BRANDS 443 ACCOUNTING FOR BRANDS: THE
DEBATE 444; WHAT IS FINANCIAL BRAND EQUITY? 447; EVALUATING BRAND
VALUATION METHODS 452; THE NINE STEPS TO BRAND VALUATION 464; THE
EVALUATION OF COMPLEX CASES 467; WHAT ABOUT THE BRAND VALUES PUBLISHED
ANNUALLY IN THE PRESS? 468 BIBLIOGRAPHY 471 INDEX 485 |
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| author | Kapferer, Jean-Noël |
| author_GND | (DE-588)118001280 |
| author_facet | Kapferer, Jean-Noël |
| author_role | aut |
| author_sort | Kapferer, Jean-Noël |
| author_variant | j n k jnk |
| building | Verbundindex |
| bvnumber | BV021587419 |
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| callnumber-label | HD69 |
| callnumber-raw | HD69.B7 |
| callnumber-search | HD69.B7 |
| callnumber-sort | HD 269 B7 |
| callnumber-subject | HD - Industries, Land Use, Labor |
| classification_rvk | QP 624 |
| ctrlnum | (OCoLC)470179405 (DE-599)BVBBV021587419 |
| dewey-full | 658.82 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.82 |
| dewey-search | 658.82 |
| dewey-sort | 3658.82 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 3. ed., repr. |
| format | Book |
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| id | DE-604.BV021587419 |
| illustrated | Illustrated |
| index_date | 2024-07-02T14:43:24Z |
| indexdate | 2024-07-09T20:39:18Z |
| institution | BVB |
| isbn | 0749442832 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-014802970 |
| oclc_num | 470179405 |
| open_access_boolean | |
| owner | DE-92 DE-473 DE-BY-UBG |
| owner_facet | DE-92 DE-473 DE-BY-UBG |
| physical | XIV, 497 S. graph. Darst. |
| publishDate | 2005 |
| publishDateSearch | 2005 |
| publishDateSort | 2005 |
| publisher | Kogan Page |
| record_format | marc |
| spelling | Kapferer, Jean-Noël Verfasser (DE-588)118001280 aut The new strategic brand management creating and sustaining brand equity long term Jean-Noël Kapferer Strategic brand manangement 3. ed., repr. London [u.a.] Kogan Page 2005 XIV, 497 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Frühere Aufl. u.d.T.: Strategic brand management Includes bibliographical references and index Produits de marque - Gestion ram Markenpolitik (DE-588)4144679-3 gnd rswk-swf Strategisches Management (DE-588)4124261-0 gnd rswk-swf Marke (DE-588)4074577-6 gnd rswk-swf Management (DE-588)4037278-9 gnd rswk-swf Marke (DE-588)4074577-6 s Management (DE-588)4037278-9 s DE-604 Markenpolitik (DE-588)4144679-3 s Strategisches Management (DE-588)4124261-0 s 1\p DE-604 SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014802970&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Kapferer, Jean-Noël The new strategic brand management creating and sustaining brand equity long term Produits de marque - Gestion ram Markenpolitik (DE-588)4144679-3 gnd Strategisches Management (DE-588)4124261-0 gnd Marke (DE-588)4074577-6 gnd Management (DE-588)4037278-9 gnd |
| subject_GND | (DE-588)4144679-3 (DE-588)4124261-0 (DE-588)4074577-6 (DE-588)4037278-9 |
| title | The new strategic brand management creating and sustaining brand equity long term |
| title_alt | Strategic brand manangement |
| title_auth | The new strategic brand management creating and sustaining brand equity long term |
| title_exact_search | The new strategic brand management creating and sustaining brand equity long term |
| title_exact_search_txtP | The new strategic brand management creating and sustaining brand equity long term |
| title_full | The new strategic brand management creating and sustaining brand equity long term Jean-Noël Kapferer |
| title_fullStr | The new strategic brand management creating and sustaining brand equity long term Jean-Noël Kapferer |
| title_full_unstemmed | The new strategic brand management creating and sustaining brand equity long term Jean-Noël Kapferer |
| title_short | The new strategic brand management |
| title_sort | the new strategic brand management creating and sustaining brand equity long term |
| title_sub | creating and sustaining brand equity long term |
| topic | Produits de marque - Gestion ram Markenpolitik (DE-588)4144679-3 gnd Strategisches Management (DE-588)4124261-0 gnd Marke (DE-588)4074577-6 gnd Management (DE-588)4037278-9 gnd |
| topic_facet | Produits de marque - Gestion Markenpolitik Strategisches Management Marke Management |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014802970&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT kapfererjeannoel thenewstrategicbrandmanagementcreatingandsustainingbrandequitylongterm AT kapfererjeannoel strategicbrandmanangement |