Strategic brand management : new approaches to creating and evaluating brand equity /
Saved in:
| Author / Creator: | Kapferer, Jean-Noël |
|---|---|
| Imprint: | New York : Free Press ; Toronto : Maxwell Macmillan Canada, c1992. |
| Description: | v, 341 p. : ill. ; 25 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/1560520 |
Table of Contents:
- Introduction:Managing brand equity: from brand value to brand values
- Part I. Understanding Brands
- 1. What's in a brand? The logic of branding What does branding mean? Brands and other signs of quality Obstacles to adopting a brand logic Service branding Luxury brands
- 2. Brand identity Brand identity: a necessary concept Identity and image The facets of identity Retailer identity
- 3. Sources of identity The productsPower of the name Brand characters and symbols Trademarks and logos Geographical and historical roots Advertising: content and form
- Part II. Brand Management
- 4. Creating a brand Confusing brand launch with product launch Principles of brand creation Does the name count so much? Brand awareness
- 5. Managing the time factor: identity and change The effects of time The pyramidal model of a brand Brand themes, codes, and kernel Revitalizing brands Brand updating through products
- 6. Brand extension Why extend the brand? Types of brand extension Stress on the brand through extension Public reaction to brand extension Brand extension: how? A few classic mistakes Handling the change
- 7. Brand-product relationships Branding strategies Selection criteria Corporate versus product branding Product names: what autonomy? Retailer brand policies Breakdowns in the brand-product relationship: a few classic examples
- 8. The brand portfolioBrand portfolios and market segmentation Multibrand strategy Multibrand limitations The case of retailers' brands Merging two brands
- 9. Going international Geographical expansion: a necessity Global brands: a source of opportunities From national name to world brand Globalization: the consumer perspective Conditions favoring global brands Barriers to globalization Impact of the single European market Globalizing brands in Europe How global are global brands? The path to consistency Handling the name transition
- Part III. The Brand In Perspective
- 10. Brand, products, enterprise, and institution Distinguishing the levels of communication Managing integrated communication Imbalance in integrated communication Handling the image crisis
- 11. Financial evaluation of brands The problem of brand separability Valuation in terms of costs Valuation according to market price Valuation according to potential earnings Brands, balance sheets, and financial information The case of created brands
- Conclusion
- Bibliography
- Index
- About the Author