Virtual University of Pakistan, 184 стр. Сборник лекций по бренд-менеджменту на английском языке.Understanding brands - introduction. Brand manifestations/fundamentals. Brand challenges. Strategic brand management. Brand vision. Building brand vision. Brand picture. Brand persona. Brand contract. Brand based customer model. Positioning. Positioning -guiding principles. Brand extention. Line extention. Brand extention/diversification. Positioning - the base of extention. Developing the model of brand extention. Brand portfolio. Brand architecture. Channels of distribution. Creating value. Co branding. Customer response hierarchy. Advertising. Sales promotion. Other communication tools. Pricing. Return on brand investment. Brand dynamics. Brand-based organisation. Service brands. Brands planning. Brand planning process. Brand plan.
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Thom Braun. The Philosophy Of Branding - Great Philosophers Think Brands
Publisher: Kogan Page Business Books (June 2004)
Braun in this insightful branding book, provides a fresh look at branding from the minds of the great western philosophers. From Socrates to Aristotle to Kant, Braun gives the...
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...
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:...
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...