The future of branding
著者
書誌事項
The future of branding
（Response business books）
Sage, 2016
- : hb
大学図書館所蔵 件 / 全2件
-
該当する所蔵館はありません
- すべての絞り込み条件を解除する
注記
Includes bibliographical references and index
内容説明・目次
内容説明
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 inspiration for this book is to provide an outlet for cogent ideas that will help managers build and maintain brands in the future marketplace.
Written by the leading minds management from around the globe who are redefining best practices in managing brands, It examines the future of branding on key concepts including brand performance management, brand strategy, brand building, revitalizing brands, brand valuation, brand analysis, brand protection, and brand experience. The all-star team includes:
Martin Roll, Kevin Lane Keller, Don E. Schultz, Bernd Schmitt, Jean-Noel Kapferer, , V. Kumar, Bharath Rajan, Lluis Martinez-Ribes, Shi Zhang, Jean Yannis Suvatjis, Leslie de Chernatony, Vanessa M. Patrick and Henrik Hagtvedt, Gregory M Thomas, Jeffrey Parkhurst Srinivas Reddy, Anupam Jaju, Werner Reinartz, Jeffery Andrien, Paul Benoit, Philip C Zerrillo, Cem Bahadir, and Rajendra K Srivastava.
目次
Preface
Acknowledgments
I: BRAND STRATEGY
Selecting the Brand Architecture to Match Your Strategy - Jean-Noel Kapferer
A Strategic Approach to Grow Profits: Defining, Measuring, and Maximizing Customer Value - V. Kumar and Bharath Rajan
Branding in Retail - Lluis Martinez-Ribes
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
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
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 K Srivastava
Index
「Nielsen BookData」 より