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Strategic brand management : lessons for winning brands in globalized markets / Deborah Roedder John, ..., Carlos J. Torelli, ...
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Edité par Oxford University Press - 2018
Preface. About the authors. Introduction to brand management. Importance of brands and brand management. The blip model: a framework for brand management. Understanding brands and brand meanings. Brands vs. products : types of brand associations. The cultural meaning of brands. Building brands. Establishing brand identity. Communicating brand identity. Brand architecture. Leveraging brands. Options for brand leveraging. Guidelines for effective brand leveraging. Developing ethnic and international marketing. Identifying and measuring brands. Brand research overview. Brand image measures. Protecting brands. Sources of brand dilution. Brand protection strategies. Preparing brand audits. Conducting a brand audit. Key terms.
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