ESCP Europe

"Suitable for senior strategists, positioning professionals and postgraduate students, this book reveals and explains various techniques used by companies worldwide. It covers the leading issues faced by the brand strategists, supported by an array of international case studies". - in jacket.

Introduction: Building the brand when the clients are empowered --- PART ONE: WHY IS BRANDING SO STRATEGIC? --- 01: Brand equity in question --- 02: Strategic implications of branding --- 03: Brand and business models --- 04: Brand diversity: how specific are different sectors?--- 05: Managing retail brands --- PART TWO: THE CHALLENGES OF MODERN MARKETS --- 06: The new brand management --- 07: Brand identity and positioning --- PART THREE: CREATING AND SUSTAINING BRAND EQUITY --- 08: Launching the brand --- 09: Growing the brand --- 10: Sustaining a brand long term --- 11: Brand and products: identity and change --- 12: Growth through brand extensions --- 13: Brand architecture --- 14: Multi-brand portfolios --- 15: Handling name changes and brand transfers --- 16: Brand turnaround and rejuvenation --- 17: Managing global brands--- PART FOUR: BRAND VALUATION --- 18: Financial valuation and accounting for brands..