The Resource The future of branding, edited by Rajendra K. Srivastava, Gregory Metz Thomas

The future of branding, edited by Rajendra K. Srivastava, Gregory Metz Thomas

Label
The future of branding
Title
The future of branding
Statement of responsibility
edited by Rajendra K. Srivastava, Gregory Metz Thomas
Contributor
Editor
Subject
Language
eng
Summary
"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. Written by the leading minds management from around the globe who are redefining best practices in managing brands, 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"--Provided by publisher
Cataloging source
YDXCP
Dewey number
658.8/27
Illustrations
illustrations
Index
index present
LC call number
HF5415.1255
LC item number
.F88 2016
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
Label
The future of branding, edited by Rajendra K. Srivastava, Gregory Metz Thomas
Publication
Copyright
Bibliography note
Includes bibliographic references and index
http://library.link/vocab/branchCode
  • net
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
Section I. Brand strategy. Selecting the brand architecture to match your strategy / Jean-Noël Kapferer -- A strategic approach to grow profits : defining, measuring, and maximizing customer value / V. Kumar and Bharath Rajan -- Branding in retail / Lluis Martinez-Ribes -- Section 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 -- Section 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 -- Section 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 Srivastava
Control code
ocn944157890
Dimensions
unknown
Extent
1 online resource (xviii, 468 pages)
Form of item
online
Isbn
9789351503163
Media category
computer
Media MARC source
rdamedia
Media type code
c
http://library.link/vocab/recordID
.b34627030
Specific material designation
remote
System control number
  • (OCoLC)944157890
  • ebl9351503178

Library Locations

    • Deakin University Library - Geelong Waurn Ponds CampusBorrow it
      75 Pigdons Road, Waurn Ponds, Victoria, 3216, AU
      -38.195656 144.304955
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