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Brand management : a theoretical and practical approach / Rik Riezebos with Bas Kist and Gert Kootstra.

By: Contributor(s): Material type: TextTextPublisher: Harlow : Financial Times Prentice Hall, 2003Description: xvi, 331 pages : illustrations ; 25 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0273655051
  • 9780273655053
Subject(s): DDC classification:
  • 658.827 21
LOC classification:
  • HF5415.15 .R54 2003
Contents:
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.
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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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