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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Srivastava, Rajendra K. (Editor ), Thomas, Gregory Metz (Editor )
Formato: Electrónico eBook
Idioma:Inglés
Publicado: New Delhi, India ; Thousand Oaks, California : SAGE Publications, 2016.
Temas:
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.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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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