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|a 9789351503163 (hardback)
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|a 658.827
|b SRI/FU
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| 100 |
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|a Srivastava, Rajendra K.,
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|a The future of branding /
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|a los angeles
|b sage
|c 2016
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| 300 |
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|a pages cm
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|a Preface -- Acknowledgments -- 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 -- 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 -- 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 -- 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 -- About the editors and contributors -- Index.
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| 650 |
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|a Branding (Marketing)
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| 650 |
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|a Strategic planning.
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| 700 |
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|a Srivastava, Rajendra K.,
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| 700 |
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|a Thomas, Gregory Metz,
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| 942 |
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|c BK
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|c 1732
|d 1732
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|d 2016-04-30
|o 658.827 SRI/FU
|p 17833
|r 2016-04-30
|y BK
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