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Publication Date: 1994
Publisher: Simon & Schuster
Contents Introduction:Managing brand equity: from brand value to brand valuesPART I: UNDERSTANDING BRANDS1. What's in a brand? The logic of brandingWhat does branding mean?Brands and other signs of qualityObstacles to adopting a brand logicService brandingLuxury brands2. Brand identityBrand identity: a necessary conceptIdentity and imageThe facets of identityRetailer identity3. Sources of identityThe productsPower of the nameBrand characters and symbolsTrademarks and logosGeographical and historical rootsAdvertising: content and formPART II: BRAND MANAGEMENT4. Creating a brandConfusing brand launch with product launchPrinciples of brand creationDoes the name count so much?Brand awareness5. Managing the time factor: identity and changeThe effects of timeThe pyramidal model of a brandBrand themes, codes, and kernelRevitalizing brandsBrand updating through products6. Brand extensionWhy extend the brand?Types of brand extensionStress on the brand through extensionPublic reaction to brand extensionBrand extension: how?A few classic mistakesHandling the change7. Brand-product relationshipsBranding strategiesSelection criteriaCorporate versus product brandingProduct names: what autonomy?Retailer brand policiesBreakdowns in the brand-product relationship: a few classic examples8. The brand portfolioBrand portfolios and market segmentationMultibrand strategyMultibrand limitationsThe case of retailers' brandsMerging two brands9. Going internationalGeographical expansion: a necessityGlobal brands: a source of opportunitiesFrom national name to world brandGlobalization: the consumer perspectiveConditions favoring global brandsBarriers to globalizationImpact of the single European marketGlobalizing brands in EuropeHow global are global brands?The path to consistencyHandling the name transitionPART III: THE BRAND IN PERSPECTIVE10. Brand, products, enterprise, and institutionDistinguishing the levels of communicationManaging integrated communicationImbalance in integrated communicationHandling the image crisis11. Financial evaluation of brandsThe problem of brand separabilityValuation in terms of costsValuation according to market priceValuation according to potential earningsBrands, balance sheets, and financial informationThe case of created brandsConclusionBibliographyIndexAbout the AuthorKapferer, Jean-Noël is the author of 'Strategic Brand Management New Approaches to Creating and Evaluating Brand Equity', published 1994 under ISBN 9780029170458 and ISBN 0029170451.
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