The new strategic brand management : advanced insights and strategic thinking Jean-Noel Kapferer

Introduction: building the brand when the clients are empowered -- Part.1. 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 -- Part.2. The challenges of modern markets -- The new brand management -- Brand identity and positioning -- Part.3. 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 transfers -- Brand turnaround and rejuvenation -- Managing global brands -- Part.4. Brand valuation -- Financial valuation and accounting for brands -- Biography -- Index