Jean-Noël Kapferer. -- 5a. ed. -- London : Kogan Page, 2012.

xviii, 492 p. /.

ISBN 978-0-7494-6515-5.

Incluye referencias bibliográficas e índice.

Contenido: Introduction: Building the brand when the clients are empowered -- Why is branding so strategic? -- Brand equity in question -- Strategic implications of branding -- Brand and business models -- Brand diversity: how specific are different sectors? -- Managing retail brands -- Tha challenges of modern markets -- The new brand management -- Brand identity and positioning -- Creating and sustaining brand equity -- Launching the brand -- Growing the brand -- Sustaining a brand long term -- Brand and products: identity and change -- Growth through brand extensions -- Brand architecture -- Multi-brand portfolios -- Handling name changes and brand transfer -- Brand turnaround and rejuvenation -- Managing global brands -- Brand valuation -- Financial valuation and accounting for brands.