• The Future of Branding

The Future of Branding

  • Rs1,350.00

About This Book

New ideas change the world. From social movements to scientific discovery the power of an idea is to reshape the world, who we are and how we live. Changes in the increasingly dynamic competitive environment require a focus on what should be done, not just what is currently done. The inspiration for this book is to provide an outlet for cogent ideas that will help managers build and maintain brands in the future marketplace. The book brings the latest thinking on brand management with contributions by the leading minds in Branding. It examines the future of branding on key concepts including brand performance management, brand strategy, brand building, revitalizing brands, brand valuation, brand analysis, brand protection and brand experience. With contributions by Jean-Noel Kapferer, Kevin Keller, Don Schultz, Bernd Schmitt, V. Kumar (to name a few), the book is designated to become a classic in branding literature. Table of contents Preface Acknowledgments I: Brand Strategy Selecting the Brand Architecture to Match Your Strategy, Jean-Noel Kapferer A Strategic Approach to Grow Profits: Defining, Measuring, and Maximizing Customer Value, V. Kumar and Bharath Rajan Branding in Retail Lluis Martinez-Ribes II: Brand Building Brand Identity: Brand Naming Process and Brand Linguistics in the International Context, Bernd Schmitt and Shi Zhang The Six-station Model of Corporate Identity: Developing and Assessing the Model, Jean Yannis Suvatjis and Leslie de Chernatony Brand Development Processes and Planning, Kevin Lane Keller Managing the Brand Experience, Bernd Schmitt Rethinking Brand Development in an Interactive Marketplace, Don E. Schultz Luxury Brands, Vanessa M. Patrick and Henrik Hagtvedt The Dynamics of Brand Trust, Gregory M Thomas III: Leveraging Brands Branding and Emerging Markets, Martin Roll Opportunities and Risks in Co-branding and Licensing, Jeffrey Parkhurst Brand Revitalization, Kevin Lane Keller Brand Identity Strategy for Mergers and Acquisitions, Srinivas Reddy and Anupam Jaju IV: Brand Performance Management The Great Debate: Managing Brands versus Managing Customers, Werner Reinartz Brand Imperative: Protecting Your Most Valuable Assets Jeffery Andrien, Paul Benoit, and Philip C Zerrillo Hidden Value of Brands: Brands in Mergers and Acquisitions, S Cem Bahadir Role of Brands in Managing Innovation, Rajendra K Srivastava Index

Book Details

Language: English
Publisher: SAGE India
Stock Code: 9789351503163
Paper Count: 492
Book Format: Paperback
ISBN: 9789351503163
Publishing Year: 2015

Expected Delivery: 7-8 Days
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