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Advanced brand management : from vision to valuation

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Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Corporate Identity and Reputation

Abstract

1. Acknowledgments. 2. Preface. 3. The Changing Roles of Brand Management. 4. Brand Vision, Strategy, and Consumer Insight. 5. Positioning and Brand Management. 6. Brand Architecture. 7. Three Great Dilemmas: Brand Stretch, Brand Revitalization, and Brand Deletion. 7. Total Communications for Brand Management. 8. E--brand Management and Customer Relationship Management. 9. Long Live the Brand!: Creating a Brand Culture. 10. Measuring Brand Success: Market Research and Brand Valuation. 11. Conclusion. 12. Appendix: Your Brand Management Toolkit. 13. Index.

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