The future of branding /:
"New ideas change the world. From social movements to scientific discovery the power of an idea is to reshape the world, who we are, and how we live. Changes in the increasingly dynamic competitive environment require a focus on what should be done, not just what is currently done. The inspirat...
Gespeichert in:
| Weitere Verfasser: | , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
New Delhi, India ; Thousand Oaks, California :
SAGE Publications,
2016.
|
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | "New ideas change the world. From social movements to scientific discovery the power of an idea is to reshape the world, who we are, and how we live. Changes in the increasingly dynamic competitive environment require a focus on what should be done, not just what is currently done. The inspiration for this book is to provide an outlet for cogent ideas that will help managers build and maintain brands in the future marketplace. Written by the leading minds management from around the globe who are redefining best practices in managing brands, It examines the future of branding on key concepts including brand performance management, brand strategy, brand building, revitalizing brands, brand valuation, brand analysis, brand protection, and brand experience"--Provided by publisher |
| Beschreibung: | 1 online resource (xviii, 468 pages) : illustrations |
| Bibliographie: | Includes bibliographical references and index. |
| ISBN: | 9789351503170 9351503178 |
Internformat
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| 245 | 0 | 4 | |a The future of branding / |c edited by Rajendra K. Srivastava, Gregory Metz Thomas. |
| 264 | 1 | |a New Delhi, India ; |a Thousand Oaks, California : |b SAGE Publications, |c 2016. | |
| 264 | 4 | |c ©2016 | |
| 300 | |a 1 online resource (xviii, 468 pages) : |b illustrations | ||
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| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | |a Section I. Brand strategy. Selecting the brand architecture to match your strategy / Jean-Noël Kapferer -- A strategic approach to grow profits : defining, measuring, and maximizing customer value / V. Kumar and Bharath Rajan -- Branding in retail / Lluis Martinez-Ribes -- Section II. Brand building. Brand identity : brand naming process and brand linguistics in the international context / Bernd Schmitt and Shi Zhang -- The six-station model of corporate identity : developing and assessing the model / Jean Yannis Suvatjis and Leslie de Chernatony -- Brand development processes and planning / Kevin Lane Keller -- Managing the brand experience / Bernd Schmitt -- Rethinking brand development in an interactive marketplace / Don E. Schultz -- Luxury brands / Vanessa M. Patrick and Henrik Hagtvedt -- The dynamics of brand trust / Gregory M. Thomas -- Section III. Leveraging brands. Branding and emerging markets / Martin Roll -- Opportunities and risks in co-branding and licensing / Jeffrey Parkhurst -- Brand revitalization / Kevin Lane Keller -- Brand identity strategy for mergers and acquisitions / Srinivas Reddy and Anupam Jaju -- Section IV. Brand performance management. The great debate : managing brands versus managing customers / Werner Reinartz -- Brand imperative : protecting your most valuable assets / Jeffery Andrien, Paul Benoit, and Philip C. Zerrillo -- Hidden value of brands : brands in mergers and acquisitions / S. Cem Bahadir -- Role of brands in managing innovation / Rajendra Srivastava. | |
| 520 | |a "New ideas change the world. From social movements to scientific discovery the power of an idea is to reshape the world, who we are, and how we live. Changes in the increasingly dynamic competitive environment require a focus on what should be done, not just what is currently done. The inspiration for this book is to provide an outlet for cogent ideas that will help managers build and maintain brands in the future marketplace. Written by the leading minds management from around the globe who are redefining best practices in managing brands, It examines the future of branding on key concepts including brand performance management, brand strategy, brand building, revitalizing brands, brand valuation, brand analysis, brand protection, and brand experience"--Provided by publisher | ||
| 588 | 0 | |a Print version record. | |
| 650 | 0 | |a Branding (Marketing) |0 http://id.loc.gov/authorities/subjects/sh2007006470 | |
| 650 | 0 | |a Strategic planning. |0 http://id.loc.gov/authorities/subjects/sh85128511 | |
| 650 | 6 | |a Stratégie de marque. | |
| 650 | 6 | |a Planification stratégique. | |
| 650 | 7 | |a branding. |2 aat | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Industrial Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management Science. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Organizational Behavior. |2 bisacsh | |
| 650 | 7 | |a Branding (Marketing) |2 fast | |
| 650 | 7 | |a Strategic planning |2 fast | |
| 700 | 1 | |a Srivastava, Rajendra K., |e editor. |0 http://id.loc.gov/authorities/names/n81152577 | |
| 700 | 1 | |a Thomas, Gregory Metz, |e editor. |0 http://id.loc.gov/authorities/names/n2015053762 | |
| 776 | 0 | 8 | |i Print version: |t Future of branding. |d New Delhi, India ; Thousand Oaks, California : SAGE Publications, [2016] |z 9789351503163 |w (DLC) 2015033678 |w (OCoLC)920680511 |
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| author2 | Srivastava, Rajendra K. Thomas, Gregory Metz |
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| author_GND | http://id.loc.gov/authorities/names/n81152577 http://id.loc.gov/authorities/names/n2015053762 |
| author_facet | Srivastava, Rajendra K. Thomas, Gregory Metz |
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| contents | Section I. Brand strategy. Selecting the brand architecture to match your strategy / Jean-Noël Kapferer -- A strategic approach to grow profits : defining, measuring, and maximizing customer value / V. Kumar and Bharath Rajan -- Branding in retail / Lluis Martinez-Ribes -- Section II. Brand building. Brand identity : brand naming process and brand linguistics in the international context / Bernd Schmitt and Shi Zhang -- The six-station model of corporate identity : developing and assessing the model / Jean Yannis Suvatjis and Leslie de Chernatony -- Brand development processes and planning / Kevin Lane Keller -- Managing the brand experience / Bernd Schmitt -- Rethinking brand development in an interactive marketplace / Don E. Schultz -- Luxury brands / Vanessa M. Patrick and Henrik Hagtvedt -- The dynamics of brand trust / Gregory M. Thomas -- Section III. Leveraging brands. Branding and emerging markets / Martin Roll -- Opportunities and risks in co-branding and licensing / Jeffrey Parkhurst -- Brand revitalization / Kevin Lane Keller -- Brand identity strategy for mergers and acquisitions / Srinivas Reddy and Anupam Jaju -- Section IV. Brand performance management. The great debate : managing brands versus managing customers / Werner Reinartz -- Brand imperative : protecting your most valuable assets / Jeffery Andrien, Paul Benoit, and Philip C. Zerrillo -- Hidden value of brands : brands in mergers and acquisitions / S. Cem Bahadir -- Role of brands in managing innovation / Rajendra Srivastava. |
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| dewey-ones | 658 - General management |
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| dewey-search | 658.8/27 |
| dewey-sort | 3658.8 227 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| indexdate | 2024-11-26T14:49:22Z |
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| spelling | The future of branding / edited by Rajendra K. Srivastava, Gregory Metz Thomas. New Delhi, India ; Thousand Oaks, California : SAGE Publications, 2016. ©2016 1 online resource (xviii, 468 pages) : illustrations text txt rdacontent computer c rdamedia online resource cr rdacarrier data file Includes bibliographical references and index. Section I. Brand strategy. Selecting the brand architecture to match your strategy / Jean-Noël Kapferer -- A strategic approach to grow profits : defining, measuring, and maximizing customer value / V. Kumar and Bharath Rajan -- Branding in retail / Lluis Martinez-Ribes -- Section II. Brand building. Brand identity : brand naming process and brand linguistics in the international context / Bernd Schmitt and Shi Zhang -- The six-station model of corporate identity : developing and assessing the model / Jean Yannis Suvatjis and Leslie de Chernatony -- Brand development processes and planning / Kevin Lane Keller -- Managing the brand experience / Bernd Schmitt -- Rethinking brand development in an interactive marketplace / Don E. Schultz -- Luxury brands / Vanessa M. Patrick and Henrik Hagtvedt -- The dynamics of brand trust / Gregory M. Thomas -- Section III. Leveraging brands. Branding and emerging markets / Martin Roll -- Opportunities and risks in co-branding and licensing / Jeffrey Parkhurst -- Brand revitalization / Kevin Lane Keller -- Brand identity strategy for mergers and acquisitions / Srinivas Reddy and Anupam Jaju -- Section IV. Brand performance management. The great debate : managing brands versus managing customers / Werner Reinartz -- Brand imperative : protecting your most valuable assets / Jeffery Andrien, Paul Benoit, and Philip C. Zerrillo -- Hidden value of brands : brands in mergers and acquisitions / S. Cem Bahadir -- Role of brands in managing innovation / Rajendra Srivastava. "New ideas change the world. From social movements to scientific discovery the power of an idea is to reshape the world, who we are, and how we live. Changes in the increasingly dynamic competitive environment require a focus on what should be done, not just what is currently done. The inspiration for this book is to provide an outlet for cogent ideas that will help managers build and maintain brands in the future marketplace. Written by the leading minds management from around the globe who are redefining best practices in managing brands, It examines the future of branding on key concepts including brand performance management, brand strategy, brand building, revitalizing brands, brand valuation, brand analysis, brand protection, and brand experience"--Provided by publisher Print version record. Branding (Marketing) http://id.loc.gov/authorities/subjects/sh2007006470 Strategic planning. http://id.loc.gov/authorities/subjects/sh85128511 Stratégie de marque. Planification stratégique. branding. aat BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Branding (Marketing) fast Strategic planning fast Srivastava, Rajendra K., editor. http://id.loc.gov/authorities/names/n81152577 Thomas, Gregory Metz, editor. http://id.loc.gov/authorities/names/n2015053762 Print version: Future of branding. New Delhi, India ; Thousand Oaks, California : SAGE Publications, [2016] 9789351503163 (DLC) 2015033678 (OCoLC)920680511 FWS01 ZDB-4-EBU FWS_PDA_EBU https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=1194707 Volltext |
| spellingShingle | The future of branding / Section I. Brand strategy. Selecting the brand architecture to match your strategy / Jean-Noël Kapferer -- A strategic approach to grow profits : defining, measuring, and maximizing customer value / V. Kumar and Bharath Rajan -- Branding in retail / Lluis Martinez-Ribes -- Section II. Brand building. Brand identity : brand naming process and brand linguistics in the international context / Bernd Schmitt and Shi Zhang -- The six-station model of corporate identity : developing and assessing the model / Jean Yannis Suvatjis and Leslie de Chernatony -- Brand development processes and planning / Kevin Lane Keller -- Managing the brand experience / Bernd Schmitt -- Rethinking brand development in an interactive marketplace / Don E. Schultz -- Luxury brands / Vanessa M. Patrick and Henrik Hagtvedt -- The dynamics of brand trust / Gregory M. Thomas -- Section III. Leveraging brands. Branding and emerging markets / Martin Roll -- Opportunities and risks in co-branding and licensing / Jeffrey Parkhurst -- Brand revitalization / Kevin Lane Keller -- Brand identity strategy for mergers and acquisitions / Srinivas Reddy and Anupam Jaju -- Section IV. Brand performance management. The great debate : managing brands versus managing customers / Werner Reinartz -- Brand imperative : protecting your most valuable assets / Jeffery Andrien, Paul Benoit, and Philip C. Zerrillo -- Hidden value of brands : brands in mergers and acquisitions / S. Cem Bahadir -- Role of brands in managing innovation / Rajendra Srivastava. Branding (Marketing) http://id.loc.gov/authorities/subjects/sh2007006470 Strategic planning. http://id.loc.gov/authorities/subjects/sh85128511 Stratégie de marque. Planification stratégique. branding. aat BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Branding (Marketing) fast Strategic planning fast |
| subject_GND | http://id.loc.gov/authorities/subjects/sh2007006470 http://id.loc.gov/authorities/subjects/sh85128511 |
| title | The future of branding / |
| title_auth | The future of branding / |
| title_exact_search | The future of branding / |
| title_full | The future of branding / edited by Rajendra K. Srivastava, Gregory Metz Thomas. |
| title_fullStr | The future of branding / edited by Rajendra K. Srivastava, Gregory Metz Thomas. |
| title_full_unstemmed | The future of branding / edited by Rajendra K. Srivastava, Gregory Metz Thomas. |
| title_short | The future of branding / |
| title_sort | future of branding |
| topic | Branding (Marketing) http://id.loc.gov/authorities/subjects/sh2007006470 Strategic planning. http://id.loc.gov/authorities/subjects/sh85128511 Stratégie de marque. Planification stratégique. branding. aat BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Branding (Marketing) fast Strategic planning fast |
| topic_facet | Branding (Marketing) Strategic planning. Stratégie de marque. Planification stratégique. branding. BUSINESS & ECONOMICS Industrial Management. BUSINESS & ECONOMICS Management. BUSINESS & ECONOMICS Management Science. BUSINESS & ECONOMICS Organizational Behavior. Strategic planning |
| url | https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=1194707 |
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