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The New Strategic Brand Management

     نویسنده:  Jean Noel Kapferer

       تعداد صفحات: 577 صفحه

      نوع فایل:   PDF

        زبان:  انگلیسی

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توضیحات

  1. The brand system

  2. The levers of brand profitability Branding and sales

  3. The brand system

  4. The cycle of brand management

  5. The product and the brand

  6. Product line overlap among brands

  7. Brands give innovations meaning and purpose

  8. The two models of brand building through time

  9. Relative positioning of the different distributors’ brands

  10. The pyramid brand and business model in the luxury market

  11. The constellation model of luxury brands

  12. History-based and story-based approaches to luxury

  13. How brands impact on medical prescription

  14. Limits of traditional marketing

  15. From brand values to brand value

  16. Brand equity

  17.  The extension of brand management

  18. Identity and image

  19. Positioning a brand

  20. The McDonald’s positioning ladder

  21. Brand identity prism

  22. Sample brand identity prisms

  23. Example of brand platform: Jack Daniel’s

  24. Transfer of company identity to brand identity when company and brand names coincide

  25. From brand platform to activation

  26. IX8.3 Consumer empowerment

  27. Increasing volume per capita

  28. Segmenting by situation

  29. Brands’ dual management process

  30. A disruptive value curve: Formule 1 hotels

  31. Innovation: the key to competitiveness

  32. Paths of brand growth and decline

  33. Penetration of distributors’ brands and advertising intensity

  34. Sources of price differentiation between brands and hard-discount products

  35. Brand capital and customer capital: matching preferences and purchase behaviour

  36. The identity versus diversity dilemma

  37. The double role of brand integration and differentiation

  38. Differentiate what is variable from what is non-negotiable in the brand identity

  39. Generalists and specialists

  40. The different relationships between brands and products

  41. How brands incorporate change: kernel and peripheral traits

  42. Product lines must embody the core facets and each adds its own specific facets

  43. Organisation of Mars masterbrand and products

  44. How the brand is carried by its products

  45. Identity and pyramid models

  46. The Nivea extensions galaxy

  47. Perimeters of brand extension

  48. Rate of success of new brands vs brand extensions (OC&C)

  49. The impact of brand extension on the consumer adoption process (OC&C)

  50. Ayer model: how a family name impacts the sales of a new product

  51. Comparative sales performance during the first two years (Nielsen)

  52. The brand extension decision

  53. The consequences of product and concept fit and misfit

  54. Type of brand and ability to extend further

  55. The process of extension

  56. Framework for evaluating extensions

  57. The Virgin extension model

  58. Positioning alternative branding strategies

  59. The six brand architecture strategies

  60. The product-brand strategy

  61. Range brand formation

  62. Range brand structured in lines

  63. Endorsing brand strategy

  64. Umbrella brand strategy

  65. Source brand or parent brand strategy

  66. A case of brand proliferation or dilution of identity

  67. 3M branding options review

  68. Which brand architecture is suitable for brand innovation?

  69. Corporate and product branding at ICI

  70. Segmenting the brand portfolio by price spectrum

  71. When rebranding fails: from Fairy to Dawn (P&G)

  72. x FIGURES15.2 A stepwise approach to brand transfers (relating the type of transfer to the image gap)

  73. Analysing the potential of an old brand

  74. Sustaining brand equity long term : dual management in practice

  75. Managing the globalisation process between headquarters and subsidiaries

  76. What is ‘brand equity’?

  77. The issue of fair valuation of brands

  78.  Positioning brand valuation methods

  79. A multi-step approach to brand valuation

  80. The Interbrand S-curve – relation between brand strength and multiple

  81.  Stepped graph showing relationship between brand strength and multiple

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