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The future of branding /
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| Format: | Printed Book |
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los angeles
sage
2016
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Table of Contents:
- 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.