Riezebos, H. J.,  1960- <br/><br/>
Brand management :  a theoretical and practical approach / 
Rik Riezebos with Bas Kist and Gert Kootstra. 
 - xvi, 331 pages :  illustrations ;  25 cm 
<br/><br/>Includes bibliographical references (pages 297-312) and index. 
<br/><br/> Preface --  Structure of the book --  About the Authors --  The history of the brand --  The choice for a brand strategy --  Analysis of the branded article --  Giving meaning to the brand --  Two routes of brand development --  The brand name as central pivot --  The role of design in brand development --  The role of advertising and the Internet --  Legal protection of brands --  From branded article to brand portfolio --  Capitalisation on a successful brand --  Critical success factors in brand damage --  The value of a brand for the organisation --  Price strategies and corresponding methods of pricing --  The Rokeach Value Survey (RVS) --  Criteria for various brand strategies --  International schedule of classes of goods and services for the registration of brands --  Guidelines for a product-recall advertisement --  Bibliography --  Author Index --  Brand name index --  Index of terms.  1.  2.  3.  4.  5.  6.  7.  8.  9.  10.  11.  12.  13.  App. 1.  App. 2.  App. 3.  App. 4.  App. 5. 
<br/><br/><label>ISBN: </label>0273655051 9780273655053 
<br/><br/><label>LCCN: </label>2005616882 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Product management
<br/><br/><label>LC Class. No.: </label>HF5415.15  / .R54 2003 
<br/><br/><label>Dewey Class. No.: </label>658.827