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e-books » The Economy. Management » Strategic brand management: creating, assessment and management of branded capital - Keller Kevin L.

Strategic brand management: creating, assessment and management of branded capital - Keller Kevin L.

 
Название: Strategic brand management: creating, assessment and management of branded capital
Автор: Keller Kevin L.
Категория: The Economy. Management
Тип: The Book
Дата: 14.01.2011 21:27:20
Скачано: 2117
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Описание: Today nobody doubts that the trademark is one of the most valuable assets of the company. However, the establishment and "nurturing" effective brand requires a lot of effort and time. The author of the book of Strategic brand management provides managers efficient concepts and practical methods, to enhance the long-term credit management strategies trademark, as well as examples from the practice of well-known companies of the USA and other countries. In particular, the reader will get acquainted with the concepts of corporate brands, of the families of the trade marks, individual trade marks; with the concept of capital of the brand and the three main ways of capital formation of the brand; with different systems of measuring capital of the brand; with alternative strategies of branding and ways of forming hierarchies trade marks and formation of a portfolio of trade marks; the means of adjustment strategies of branding in connection with changing circumstances and to take account of national peculiarities with the goalof maximizing the capital of the brand. The book will be of interest to different readers, students, managers and analysts, the senior management of large, medium and small business marketers.
Файл: 30.05 МБ
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