Brand Management : A theoretical and practical approach /
Since the 1980s, brands and the management of brands have attracted an enormous amount of interest. Companies became acutely aware of how their brand image could mean the difference between success and failure . Brand Management: A theoretical and practical approach gives insight into this phenomeno...
| Main Authors: | , , |
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| Format: | text |
| Language: | eng |
| Published: |
Harlow, Essex : Financial Times Prentice Hall,
2003
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| Subjects: |
| _version_ | 1796710381898432512 |
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| author | Riezebos, H. J., 1960-, author 301959 Kist, Bas, author 299928 Kootstra, Gert, author 301964 |
| author_facet | Riezebos, H. J., 1960-, author 301959 Kist, Bas, author 299928 Kootstra, Gert, author 301964 |
| author_sort | Riezebos, H. J., 1960-, author 301959 |
| collection | OCEAN |
| description | Since the 1980s, brands and the management of brands have attracted an enormous amount of interest. Companies became acutely aware of how their brand image could mean the difference between success and failure . Brand Management: A theoretical and practical approach gives insight into this phenomenon, moving from the history of the brand to how to develop, manage and protect brands. Brand Management: A theoretical and practical approach takes a decision-making approach to the subject, structured around the decisions a brand or product manager would face when considering their own brand strategy, covering topics such as design, judicial protection, adverse publicity and financial-brand valuation. |
| first_indexed | 2024-03-05T04:20:28Z |
| format | text |
| id | KOHA-OAI-TEST:316910 |
| institution | Universiti Teknologi Malaysia - OCEAN |
| language | eng |
| last_indexed | 2024-03-05T04:20:28Z |
| publishDate | 2003 |
| publisher | Harlow, Essex : Financial Times Prentice Hall, |
| record_format | dspace |
| spelling | KOHA-OAI-TEST:3169102021-10-17T09:13:22ZBrand Management : A theoretical and practical approach / Riezebos, H. J., 1960-, author 301959 Kist, Bas, author 299928 Kootstra, Gert, author 301964 textHarlow, Essex : Financial Times Prentice Hall,2003©2003engSince the 1980s, brands and the management of brands have attracted an enormous amount of interest. Companies became acutely aware of how their brand image could mean the difference between success and failure . Brand Management: A theoretical and practical approach gives insight into this phenomenon, moving from the history of the brand to how to develop, manage and protect brands. Brand Management: A theoretical and practical approach takes a decision-making approach to the subject, structured around the decisions a brand or product manager would face when considering their own brand strategy, covering topics such as design, judicial protection, adverse publicity and financial-brand valuation.Includes bibliographical references and index.1 The history of the brand -- 2 The choice for a brand strategy -- 3 Analysis of the branded article -- 4 Giving meaning to the brand -- 5 Two routes of brand development -- 6 The brand name as central pivot -- 7 The role of design in brand development -- 8 The role of advertising and internet -- 9 Legal protection of brands -- 10 From branded article to brand portfolio -- 11 Capitalisation on a successful brand -- 12 Critical success factors in brand damage -- 13 The value of a brand for the company.Since the 1980s, brands and the management of brands have attracted an enormous amount of interest. Companies became acutely aware of how their brand image could mean the difference between success and failure . Brand Management: A theoretical and practical approach gives insight into this phenomenon, moving from the history of the brand to how to develop, manage and protect brands. Brand Management: A theoretical and practical approach takes a decision-making approach to the subject, structured around the decisions a brand or product manager would face when considering their own brand strategy, covering topics such as design, judicial protection, adverse publicity and financial-brand valuation.MOHAIMINAH KHAYON;PSZ_JBProduct managementURN:ISBN:0273655051 |
| spellingShingle | Product management Riezebos, H. J., 1960-, author 301959 Kist, Bas, author 299928 Kootstra, Gert, author 301964 Brand Management : A theoretical and practical approach / |
| title | Brand Management : A theoretical and practical approach / |
| title_full | Brand Management : A theoretical and practical approach / |
| title_fullStr | Brand Management : A theoretical and practical approach / |
| title_full_unstemmed | Brand Management : A theoretical and practical approach / |
| title_short | Brand Management : A theoretical and practical approach / |
| title_sort | brand management a theoretical and practical approach |
| topic | Product management |
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