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Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity
Strategic Brand Management New Approaches to Creating and Evaluating Brand Equity
Author: Jean Noel Kapferer
While many companies now recognize that one of their most valuable assets is their brands, real brand management is still in its infancy. Brand management begins with a consistent strategy which aims to define and manage a brand's identity and, ultimately, guarantee long-term financial gains and competitive advantage. Most marketing books fall s...  more »
ISBN-13: 9780749406974
ISBN-10: 0749406976
Publication Date: 11/30/1992
Pages: 300
Edition: illustrated edition
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Publisher: Kogan Page Ltd
Book Type: Hardcover
Other Versions: Paperback
Members Wishing: 0
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