Brand management : a theoretical and practical approach / Rik Riezebos with Bas Kist and Gert Kootstra.
Material type: TextPublisher: Harlow : Financial Times Prentice Hall, 2003Description: xvi, 331 pages : illustrations ; 25 cmContent type:- text
- unmediated
- volume
- 0273655051
- 9780273655053
- 658.827 21
- HF5415.15 .R54 2003
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Book | City Campus City Campus Main Collection | 658.827 RIE (Browse shelf(Opens below)) | 1 | Available | A292997B |
Includes bibliographical references (pages 297-312) and index.
Preface -- Structure of the book -- About the Authors -- 1. The history of the brand -- 2. The choice for a brand strategy -- 3. Analysis of the branded article -- 4. Giving meaning to the brand -- 5. Two routes of brand development -- 6. The brand name as central pivot -- 7. The role of design in brand development -- 8. The role of advertising and the Internet -- 9. Legal protection of brands -- 10. From branded article to brand portfolio -- 11. Capitalisation on a successful brand -- 12. Critical success factors in brand damage -- 13. The value of a brand for the organisation -- App. 1. Price strategies and corresponding methods of pricing -- App. 2. The Rokeach Value Survey (RVS) -- App. 3. Criteria for various brand strategies -- App. 4. International schedule of classes of goods and services for the registration of brands -- App. 5. Guidelines for a product-recall advertisement -- Bibliography -- Author Index -- Brand name index -- Index of terms.
Machine converted from AACR2 source record.
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