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Brand Strength, Martin Walser


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Цена: 12577.00р.
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Автор: Martin Walser
Название:  Brand Strength
ISBN: 9783824479597
Издательство: Springer
Классификация:
ISBN-10: 3824479591
Обложка/Формат: Paperback
Страницы: 309
Вес: 0.39 кг.
Дата издания: 29.01.2004
Серия: Forschungsgruppe Konsum und Verhalten
Язык: English
Издание: Softcover reprint of
Иллюстрации: 4 black & white illustrations, 26 black & white tables, biography
Размер: 210 x 148 x 17
Читательская аудитория: Professional & vocational
Основная тема: Business and Management
Подзаголовок: Building and Testing Models Based on Experiential Information
Ссылка на Издательство: Link
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Поставляется из: Германии
Описание: Recent years have seen an ever increasing interest in the phenomenon of brands. A great number of books and articles have been published focusing on as various subjects as brand value, brand meaning, brand awareness or brand communities. Despite the numerous and widely different approaches to brand research and management, there seems to be general agreement on one point: strong brands are a major asset to any business firm. The questions what constitutes a strong brand and how brand strength is to be measured, however, has stirred a hefty discussion in literature. With his research work presented in this book, Martin Walser has made a very interesting contribution to this discussion. Based on a description of the history of branding and the functions of brands in modem economies he first compares the various conceptional approaches to the brand phenomenon and develops a definition that perfectly fits the purpose of his research. v Preface This doctoral dissertation is the result of an investigation into the nature, measurement and formation of brand strength. It is an attempt to consolidate a fragmented field of research and to advance our knowledge, by providing one of the few empirical studies examining models of brand strength formation. This work would not have been possible without the help of a number of people.


Brand Medicine

Автор: Blackett
Название: Brand Medicine
ISBN: 0333930983 ISBN-13(EAN): 9780333930984
Издательство: Springer
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Цена: 13974.00 р.
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Описание: This text by Interrand Newell and Sorrell provides thinking on branding for the pharmaceutical industry and lessons for anyone involved in brand development and management.

Brand Stretch: Why 1 in 2 extensions fail, and how to beat the odds: A brandgym workout

Автор: David Taylor
Название: Brand Stretch: Why 1 in 2 extensions fail, and how to beat the odds: A brandgym workout
ISBN: 0470862114 ISBN-13(EAN): 9780470862117
Издательство: Wiley
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Цена: 5067.00 р.
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Описание: Stretching the Brand offers practical and actionable advice on how to extend successful brands into new areas without losing sight of the value of the original brand itself. Examples of brand stretching include Dove soap, which has now been extended to the shampoo and deodorant markets.

Brand Meaning

Автор: Batey Mark
Название: Brand Meaning
ISBN: 1138839426 ISBN-13(EAN): 9781138839427
Издательство: Taylor&Francis
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Цена: 8114.00 р.
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Описание: This second edition of Brand Meaning lays out new territory for the understanding of how brands both acquire and provide meaning.

Brand Atlas: Branding Intelligence Made Visible

Автор: Wheeler Alina
Название: Brand Atlas: Branding Intelligence Made Visible
ISBN: 0470433426 ISBN-13(EAN): 9780470433423
Издательство: Wiley
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Цена: 3952.00 р.
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Описание: "Carrying through Alina Wheeler`s trademark of beautiful layout and design, the book takes you on a journey through just about every important element of branding you could think of, from passion to positioning. " The Influential Marketing Blog (May 2011) A company`s brand is its most valuable asset.

Brand Breakout

Автор: Kumar Nirmalya
Название: Brand Breakout
ISBN: 1137467592 ISBN-13(EAN): 9781137467591
Издательство: Springer
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Цена: 2374.00 р.
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Описание: World class marketing experts, Nirmalya Kumar and Jan-Benedict Steenkamp set out a cutting-edge plan for emerging market brands to achieve success in international markets. This best-selling, updated edition outlines eight strategies ?€“ including the Asi

Asian Brand Strategy

Автор: Roll Martin
Название: Asian Brand Strategy
ISBN: 1137359161 ISBN-13(EAN): 9781137359162
Издательство: Springer
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Цена: 5589.00 р.
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Описание: This second edition of the bestselling Asian Brand Strategy takes a look at how Asian brands continue to gain share-of-voice and share-of-market. Featuring a user-friendly strategic model, new research, and case studies, this book provides a framework for understanding Asian branding strategies and Asian brands.

Exponential Branding: Building, Enhancing and Leveraging Customers` Admiration of Your Brand

Автор: Park Choong
Название: Exponential Branding: Building, Enhancing and Leveraging Customers` Admiration of Your Brand
ISBN: 1119308062 ISBN-13(EAN): 9781119308065
Издательство: Wiley
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Цена: 3642.00 р.
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Описание: Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management.

Brand Management In Emerging Markets

Автор: Lu Wang & He
Название: Brand Management In Emerging Markets
ISBN: 1466662425 ISBN-13(EAN): 9781466662421
Издательство: Mare Nostrum (Eurospan)
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Цена: 29106.00 р.
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Описание: Worldwide brand competition has been facing new challenges as emerging markets evolve upon the global stage. Despite the fact that brand building among new markets is still in its infancy, organizations face the challenge of developing strategies to maintain their growth.Brand Management in Emerging Markets: Theories and Practices provides valuable and insightful research as well as empirical studies that allow audiences to develop, implement, and maintain branding strategies. Combining the findings of highly-regarded marketing experts and scholars, this book serves as a useful and comprehensive reference for academicians, professionals, and practitioners.

Power Brands: Measuring, Making, and Managing Brand Success

Автор: Jesko Perrey,Tjark Freundt,Dennis Spillecke
Название: Power Brands: Measuring, Making, and Managing Brand Success
ISBN: 3527507817 ISBN-13(EAN): 9783527507818
Издательство: Wiley
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Цена: 5536.00 р.
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Описание: Starke Marken sind kein Zufallsprodukt. Wie sich Markenerfolg systematisch messen, machen und managen lasst, erfahren Sie in dem erfolgreichen Buch "Power Brands", jetzt in der zweiten, uberarbeiteten und erweiterten Auflage. Gemeinsam mit fuhrenden Experten entwickelten die Autoren das bereits vielfach erprobte BrandMatics?-Konzept.

Brand Management

Автор: Heding Tilde
Название: Brand Management
ISBN: 113880469X ISBN-13(EAN): 9781138804692
Издательство: Taylor&Francis
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Цена: 6889.00 р.
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Описание: For more than three decades it has been argued that the brand is an important value creator and should be a top management priority. However, the definition of what a brand is remains elusive. BRAND MANAGEMENT: RESEARCH, THEORY, AND PRACTICE fills a gap in the market, providing an understanding of different 'schools of thought' in brand management and offers deep insight into the opening question of the opening question of almost every brand management course: 'What is a brand?' This comprehensive second edition offers an exhaustive scientific analysis of various approaches to brand management developed over the past thirty years. It also delivers a thorough understanding of the strategic and managerial implications of different brand perspectives.

Brand Choice

Автор: Trappey
Название: Brand Choice
ISBN: 1403946418 ISBN-13(EAN): 9781403946416
Издательство: Springer
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Цена: 17468.00 р.
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Описание: Customers use mental short cuts and they get into ruts when making product and brand choices. Brand Choice provides the tools that reveal customers` automatic thoughts and how such thoughts accurately forecast brand choice.

Brand Aesthetics

Автор: Mazzalovo
Название: Brand Aesthetics
ISBN: 0230336736 ISBN-13(EAN): 9780230336735
Издательство: Springer
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Цена: 13275.00 р.
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Описание: Explores the growing importance of aesthetic factors in the success of brands and the reluctance of brand managers and academics to deal with these issues. Proposes a series of theoretical and practical managerial instruments which analyse the aesthetic aspects of various brand manifestations.


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