Lien ebook : https://login.ezproxy.univ-catholille.fr/login?url=https://s...

eISBN : 9780273780045

Sommaire :
Part I. Opening Perspectives
Brands & Brand Management

Part II. Identifying and Establishing Brand Positioning and Values
Customer-Based Brand Equity
Brand Positioning

Part III. Planning and Implementing Brand Marketing Programs
Choosing Brand Elements to Build Brand Equity
Designing Marketing Programs to Build Brand Equity
Integrating Marketing Communications to Build Brand Equity
Leveraging Secondary Brand Associations to Build Brand Equity

Part IV. Measuring and Interpreting Brand Performance.
Developing a Brand Equity Measurement and Management System
Measuring Sources of Brand Equity: Capturing Customer Mindset
Measuring Outcomes of Brand Equity: Capturing Market Performance

Part V. Growing and Sustaining Brand Equity.
Designing and Implementing Branding Strategies
Introducing and Naming New Products and Brand Extensions
Managing Brands over Time
Managing Brands over Geographic Boundaries and Market Segments

Part VI. Closing Perspectives
Closing Observations

Langue : Anglais

Edition : 4ème

Lieu d'édition : CAMBRIDGE

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

Localisation : Bibliothèque Campus de Nice

Support : Numérique

Etat : Présent

Propriétaire : Bibliothèque