4th edition. — London: Kogan page, 2008. — 577 p.Integrating brand and business This is a book on strategic brand management. It capitalises on the success of the former three editions. As far as we understand from our readers worldwide (marketers, advertisers, lawyers, MBA students and so on), this success was based on six attributes which we have of course maintained: Originality. Strategic Brand Management is quite different from all the other books on brand management. This is due to its comprehensiveness and its unique balance between theory and cases. It also promotes strong and unique working models. Relevance. The cases and illustrations are new, unusual, and not over-exposed. They often represent business situations readers will relate to and understand more readily than over used examples using Coke, Starbucks, Cisco, Fedex, BMW and other great classics of most books and conferences on brands. Breadth of scope. We have tried to address most of the key decisions faced by brands. Depth of treatment. Each facet of brand management receives a deep analysis, hence the size of this edition. This is a book to consult. Diversity. Our examples cover the fast-moving consumer goods sector (FMCG) as well as commodities, business-to-business brands, pharmaceutical brands, luxury brands, service brands, e-brands, and distributors’ brands – which are brands almost like the others. International scope, with examples from the United States, Europe and Asia. This fourth edition is much more than a revision of the previous one. It is a whole new book for understanding today’s brands and managing them efficiently in today’s markets. Sixteen years after the first edition, so much change has happened in the world of brands! This is why this new edition has been thoroughly updated, transformed and enriched. Of course, our models and methodologies have not changed in essence, but they have been adapted to reflect current competition and issues.
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Virtual University of Pakistan, 184 стр.
Сборник лекций по бренд-менеджменту на английском языке.
Understanding brands - introduction.
Strategic brand management.
Building brand vision.
Brand based customer model.
Getting your brand to work harder, to ensure that it makes its proper mark, isn’t just about money. Indeed, money may be the least of your problems. Getting brands to work on small
budgets is more than possible; it is the norm. Hearing a professor of marketing say that branding was a waste of time unless you had £10 million to spend was one of the impulses behind...
The Economist Series,2003, 273 p.
Although the balance sheet may not even put a value on it, a company's brand, or its portfolio of brands, is its most valuable asset. For some companies the brand can account for as much as 70 percent of its market value.
This book argues that because of this and because of the power of not-for-profit brands like the Red Cross or Oxfam, all...
3rd edition. — Oxford: Elsevier, 2010. — 375 p.
This book is about:
— having a more balanced perspective that looks both inside and outside an organisation to satisfy stakeholders’ needs; and — developing integrated brands through a planning process that seeks to bring about a brand vision through an appropriate organisational culture with stretching objectives, resulting...
5th Edition, Financial Times/ Prentice Hall, 2010. - 1000 pages.
Marketing Communications, 5th edition is the most complete and accessible introduction to marketing communications on the market. It combines breadth of coverage with a student-friendly style; and is an essential resource for Marketing and business degree students studying Marketing modules at...
Prentice Hall, 2012. — 600 p. in color — 4th ed. — ISBN: 0132664259, 9780132664257
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus...