Brand Management
Autor Michael Beverland, Pinar Cankurtaranen Limba Engleză Paperback – 28 mar 2024
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Specificații
ISBN-13: 9781529616972
ISBN-10: 1529616972
Pagini: 440
Dimensiuni: 191 x 235 x 24 mm
Greutate: 0.75 kg
Ediția:Third Edition
Editura: SAGE Publications Ltd
ISBN-10: 1529616972
Pagini: 440
Dimensiuni: 191 x 235 x 24 mm
Greutate: 0.75 kg
Ediția:Third Edition
Editura: SAGE Publications Ltd
Cuprins
Part I: Foundations of Co-creating Brand Meaning
Chapter 1: Brands and Branding
Chapter 2: Understanding Brand Users
Chapter 3: Brand Equity
Chapter 4: Data, Insights, and Measurement
Part II: Co-Creating, Sustaining, Growing, and Renewing Brand Meaning
Chapter 5: Creating New Brands
Chapter 6: Brand Assets and Experiences
Chapter 7: Brand Consistency
Chapter 8: Managing Brand Growth
Chapter 9: Brand Relevance
Chapter 10: Communal Branding
Part III: Brand Management Challenges
Chapter 11: Globalization and Branding
Chapter 12: Ethics and Branding
Chapter 1: Brands and Branding
Chapter 2: Understanding Brand Users
Chapter 3: Brand Equity
Chapter 4: Data, Insights, and Measurement
Part II: Co-Creating, Sustaining, Growing, and Renewing Brand Meaning
Chapter 5: Creating New Brands
Chapter 6: Brand Assets and Experiences
Chapter 7: Brand Consistency
Chapter 8: Managing Brand Growth
Chapter 9: Brand Relevance
Chapter 10: Communal Branding
Part III: Brand Management Challenges
Chapter 11: Globalization and Branding
Chapter 12: Ethics and Branding