Strategic brand management
Subtitle: new approaches to creating and evaluating brand equity
By: Jean-Noël Kapferer ; [translated by Philip Gibbs].
Publisher: Kogan Page; Les Editions d'Organisation
Published: 1992
Place of publication: London; [Paris], France
Language: eng
Number of pages: 230
Subjects: Brand name products -- Management.
Notes: Includes bibliographical references (p. 213-218) and index.
Table of contents: title: What's in a brand? the logic of branding; title: Brand identity; title: Sources of identity; title: Creating a brand; title: Managing the time factor : identity and change; title: Brand extension; title: Brand-product relationships; title: The brand portfolio; title: Going international; title: Brand, products, enterprise and institution; title: Financial evaluation of brands.