TY  - BOOK
AU  - Riezebos,H.J.
AU  - Kist,Bas
AU  - Kootstra,Gert
TI  - Brand management: a theoretical and practical approach 
SN  - 0273655051
AV  - HF5415.15 .R54 2003
U1  - 658.827 21
PY  - 2003///
CY  - Harlow
PB  - Financial Times Prentice Hall
KW  - Product management
N1  - 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
ER  -