MARC details
| 000 -LEADER |
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| fixed length control field |
09806cam a2200397 i 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20221115154359.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
080215s2008 enka b 001 0 eng d |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
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| LC control number |
2007037849 |
| 011 ## - LINKING LIBRARY OF CONGRESS CONTROL NUMBER [OBSOLETE] |
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| Local cataloguing issues note |
BIB MATCHES WORLDCAT |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
0749450851 |
| Qualifying information |
alk. paper |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780749450854 |
| Qualifying information |
alk. paper |
| 035 ## - SYSTEM CONTROL NUMBER |
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| System control number |
(ATU)b11379649 |
| 035 ## - SYSTEM CONTROL NUMBER |
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| System control number |
(OCoLC)172521751 |
| 040 ## - CATALOGING SOURCE |
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| Original cataloging agency |
DLC |
| Language of cataloging |
eng |
| Description conventions |
rda |
| Transcribing agency |
DLC |
| Modifying agency |
BAKER |
| -- |
YDXCP |
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BTCTA |
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C#P |
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BWK |
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UKM |
| -- |
ATU |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
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| Classification number |
HD69.B7 |
| Item number |
K37 2008 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
658.8343 |
| Edition number |
22 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Kapferer, Jean-Noël, |
| Relator term |
author. |
| 9 (RLIN) |
1185827 |
| 245 14 - TITLE STATEMENT |
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| Title |
The new strategic brand management : |
| Remainder of title |
creating and sustaining brand equity long term / |
| Statement of responsibility, etc. |
Jean-Noël Kapferer. |
| 250 ## - EDITION STATEMENT |
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| Edition statement |
Fourth edition, New edition. |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
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| Place of production, publication, distribution, manufacture |
London ; |
| -- |
Philadelphia : |
| Name of producer, publisher, distributor, manufacturer |
Kogan Page, |
| Date of production, publication, distribution, manufacture, or copyright notice |
2008. |
| 300 ## - PHYSICAL DESCRIPTION |
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| Extent |
xv, 560 pages : |
| Other physical details |
illustrations ; |
| Dimensions |
25 cm |
| 336 ## - CONTENT TYPE |
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| Content type term |
text |
| Content type code |
txt |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
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| Media type term |
unmediated |
| Media type code |
n |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
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| Carrier type term |
volume |
| Carrier type code |
nc |
| Source |
rdacarrier |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
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| Bibliography, etc. note |
Includes bibliographical references (pages 531-544) and index. |
| 505 00 - FORMATTED CONTENTS NOTE |
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| Title |
Introduction: Building the brand when the clients are empowered -- |
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Why is branding so strategic? -- |
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Brand equity in question -- |
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What is a brand? -- |
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Differentiating between brand assets, strength and value -- |
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Tracking brand equity -- |
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Goodwill: the convergence of finance and marketing -- |
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How brands create value for the customer -- |
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How brands create value for the company -- |
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Corporate reputation and the corporate brand -- |
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Strategic implications of branding -- |
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What does branding really mean? -- |
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Permanently nurturing the difference -- |
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Brands act as a genetic programme -- |
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Respect the brand 'contract' -- |
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The product and the brand -- |
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Each brand needs a flagship product -- |
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Advertising products through the brand prism -- |
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Brands and other signs of quality -- |
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Obstacles to the implications of branding -- |
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Brand and business building -- |
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Are brands for all companies? -- |
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Building a market leader without advertising -- |
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Brand building: from product to values, and vice versa -- |
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Are leading brands the best products or the best value? -- |
| -- |
Understanding the value curve of the target -- |
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Breaking the rule and acting fast -- |
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Comparing brands and business models: cola drinks -- |
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From private labels to store brands -- |
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Evolution of the distributor's brand -- |
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Are they brands like the others? -- |
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Why have distributors' brands? -- |
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The financial equation of the distributor's brand -- |
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The three stages of the distributor's brand -- |
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The case of Decathlon -- |
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Factors in the success of distributors' brands -- |
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Optimising the DOB marketing mix -- |
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The real brand issue for distributors -- |
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Competing against distributors' brands -- |
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Facing the low-cost revolution -- |
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Should manufacturers produce goods for DOBs? -- |
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Brand diversity: the types of brands -- |
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Luxury, brand and griffe -- |
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Service brands -- |
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Brand and nature: fresh produce -- |
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Pharmaceutical brands -- |
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The business-to-business brand -- |
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The internet brand -- |
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Country brands -- |
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Thinking of towns as brands -- |
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Universities and business schools are brands -- |
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Thinking of celebrities as brands -- |
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Thinking of television programmes as brands -- |
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The challenges of modern markets -- |
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The new rules of brand management -- |
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The limits of a certain type of marketing -- |
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About brand equity -- |
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The new brand realities -- |
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We have entered the B to B to C phase -- |
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Brand or business model power? -- |
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Building the brand in reverse? -- |
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The power of passions -- |
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Beginning with the strong 360(degree) experience -- |
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Beginning with the shop -- |
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The company must be more human, more open -- |
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Experimenting for more efficiency -- |
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The enlarged scope of brand management -- |
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Licensing: a strategic lever -- |
| -- |
How co-branding grows the business -- |
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Brand identity and positioning -- |
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Brand identity: a necessary concept -- |
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Identity and positioning -- |
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Why brands need identity and positioning -- |
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The six facets of brand identity -- |
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Sources of identity: brand DNA -- |
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Brand essence -- |
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Creating and sustaining brand equity -- |
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Launching the brand -- |
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Launching a brand and launching a product are not the same -- |
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Defining the brand's platform -- |
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The process of brand positioning -- |
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Determining the flagship product -- |
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Brand campaign or product campaign? -- |
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Brand language and territory of communication -- |
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Choosing a name for a strong brand -- |
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Making creative 360(degree) communications work for the brand -- |
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Building brand foundations through opinion leaders and communities -- |
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The challenge of growth in mature markets -- |
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Growth through existing customers -- |
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Line extensions: necessity and limits -- |
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Growth through innovation -- |
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Disrupting markets through value innovation -- |
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Managing fragmented markets -- |
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Growth through cross-selling between brands -- |
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Growth through internationalisation -- |
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Sustaining a brand long term -- |
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Is there a brand life cycle? -- |
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Nurturing a perceived difference -- |
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Investing in communication -- |
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No one is free from price comparisons -- |
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Branding is an art at retail -- |
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Creating entry barriers -- |
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Defending against brand counterfeiting -- |
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Brand equity versus customer equity: one needs the other -- |
| 505 00 - FORMATTED CONTENTS NOTE |
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| Title |
Sustaining proximity with influencers -- |
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Should all brands follow their customers? -- |
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Reinventing the brand: Salomon -- |
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Adapting to the market: identity and change -- |
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Bigger or better brands? -- |
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From reassurance to stimulation -- |
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Consistency is not mere repetition -- |
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Brand and products: integration and differentiation -- |
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Specialist brands and generalist brands -- |
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Building the brand through coherence -- |
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The three layers of a brand: kernel, codes and promises -- |
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Respecting the brand DNA -- |
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Managing two levels of branding -- |
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Growth through brand extensions -- |
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What is new about brand extensions? -- |
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Brand or line extensions? -- |
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The limits of the classical conception of a brand -- |
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Why are brand extensions necessary? -- |
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Building the brand through systematic extensions: Nivea -- |
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Extending the brand to internationalise it -- |
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Identifying potential extensions -- |
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The economics of brand extension -- |
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What research tells us about brand extensions -- |
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What did the research reveal? -- |
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How extensions impact the brand: a typology -- |
| -- |
Avoiding the risk of dilution -- |
| -- |
Balancing identity and adaptation to the extension market segments -- |
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Assessing what should not change: the brand kernel -- |
| -- |
Preparing the brand for remote extensions -- |
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Keys to successful brand extensions -- |
| -- |
Is the market really attractive? -- |
| -- |
An extension-based business model: Virgin -- |
| -- |
How execution kills a good idea: easyCar -- |
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Brand architecture -- |
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The key questions of brand architecture -- |
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Type and role of brands -- |
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The main types of brand architecture -- |
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Choosing the appropriate branding strategy -- |
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New trends in branding strategies -- |
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Internationalising the architecture of the brand -- |
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Some classic dysfunctions -- |
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What name for new products? -- |
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Group and corporate brands -- |
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Corporate brands and product brands -- |
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Multi-brand portfolios -- |
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Inherited complex portfolios -- |
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From single to multiple brands: Michelin -- |
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The benefits of multiple entries -- |
| -- |
Linking the portfolio to segmentation -- |
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Global portfolio strategy -- |
| -- |
The case of industrial brand portfolios -- |
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Linking the brand portfolio to the corporate strategy -- |
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Key rules to manage a multi-brand portfolio -- |
| -- |
The growing role of design in portfolio management -- |
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Does the corporate organisation match the brand portfolio? -- |
| -- |
Auditing the portfolio strategically -- |
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A local and global portfolio - Nestle -- |
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Handling name changes and brand transfers -- |
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Brand transfers are more than a name change -- |
| -- |
Reasons for brand transfers -- |
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The challenge of brand transfers -- |
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When one should not switch -- |
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When brand transfer fails -- |
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Analysing best practices -- |
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Transferring a service brand -- |
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How soon after an acquisition should transfer take place? -- |
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Managing resistance to change -- |
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Factors of successful brand transfers -- |
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Changing the corporate brand -- |
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Brand turnaround and rejuvenation -- |
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The decay of brand equity -- |
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The factors of decline -- |
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Distribution factors -- |
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When the brand becomes generic -- |
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Preventing the brand from ageing -- |
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Rejuvenating a brand -- |
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Growing older but not ageing -- |
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Managing global brands -- |
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The latest on globalisation -- |
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Patterns of brand globalisation -- |
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Why globalise? -- |
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The benefits of a global image -- |
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Conditions favouring global brands -- |
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The excess of globalisation -- |
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Barriers to globalisation -- |
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Coping with local diversity -- |
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Building the brand in emerging countries -- |
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Naming problems -- |
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Achieving the delicate local-global balance -- |
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Being perceived as local: the new ideal of global brands? -- |
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Local brands can strike back -- |
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The process of brand globalisation -- |
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Globalising communications: processes and problems -- |
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Making local brands converge -- |
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Brand valuation -- |
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Financial valuation and accounting for brands -- |
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Accounting for brands: the debate -- |
| -- |
What is financial brand equity? -- |
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Evaluating brand valuation methods -- |
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The nine steps to brand valuation -- |
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The evaluation of complex cases -- |
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What about the brand values published annually in the press?. |
| 588 ## - SOURCE OF DESCRIPTION NOTE |
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| Source of description note |
Machine converted from AACR2 source record. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name entry element |
Brand name products |
| General subdivision |
Management |
| 9 (RLIN) |
371221 |
| 907 ## - LOCAL DATA ELEMENT G, LDG (RLIN) |
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| a |
.b11379649 |
| b |
28-09-17 |
| c |
27-10-15 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
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| Koha item type |
Book |
| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) |
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| 998 ## - LOCAL CONTROL INFORMATION (RLIN) |
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| -- |
(2)b |
| -- |
(2)c |
| Operator's initials, OID (RLIN) |
06-04-16 |
| Cataloger's initials, CIN (RLIN) |
m |
| First date, FD (RLIN) |
a |
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eng |
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enk |
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4 |
