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- 题名/责任者:
- The future of branding / edited by Rajendra K. Srivastava and Gregory Metz Thomas.
- 出版发行项:
- Thousand Oaks : SAGE Publications India Pvt Ltd, 2016.
- ISBN:
- 9789351503163 (hardback)
- 载体形态项:
- xviii, 468 pages : illustrations ; 25 cm.
- 附加个人名称:
- Srivastava, Rajendra K., editor.
- 附加个人名称:
- Thomas, Gregory Metz, editor.
- 论题主题:
- Branding (Marketing)
- 论题主题:
- Strategic planning.
- 中图法分类号:
- F760.5
- 书目附注:
- Includes bibliographical references and index.
- 内容附注:
- Preface -- Acknowledgments -- 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 -- 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 -- 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 -- 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 Srivastava -- About the editors and contributors -- Index.
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