ISBN 13 : 978-1-292-31496-9

Sommaire :
PART I: OPOENING PERSPECTIVES
1. Brands and Brand Management

PART II: DEVELOPING A BRAND STRATEGY
2. Customer-Based Brand Equity and Brand Positioning
3. Brand Resonance and Brand Value Chain

PART III: DESIGNING AND IMPLEMENTING BRAND MARKETING PROGRAMS
4. Choosing Brand Elements to Build Brand Equity
5. Designing Marketing Programs to Build Brand Equity
6. Integrating Marketing Communications to Build Brand Equity
7. Branding in the Digital Era
8. Leveraging Secondary Brand Associations to Build Brand Equity

PART IV: MEASURING AND INTERPRETING BRAND PERFORMANCE
9. Developing a Brand Equity Measurement and Management System
10. Measuring Sources of Brand Equity: Capturing Customer Mind-Set
11. Measuring Outcomes of Brand Equity: Capturing Market Performance

PART V: GROWING AND SUSTAINING BRAND EQUITY
12. Designing and Implementing Brand Architecture Strategies
13. Introducing and Naming New Products and Brand Extensions
14. Managing Brands Over Time
15. Managing Brands Over Geographic Boundaries and Market Segments

PART VI: CLOSING PERSPECTIVES
16. Closing Observations

Langue : Anglais

Edition : 5ème - Global edition

Lieu d'édition : CAMBRIDGE

Illustration(s) : Graphique(s) ; Tableau(x)

Localisation : Bibliothèque Campus de Nice

Support : Papier

Etat : Présent

Propriétaire : Bibliothèque