Brand management : a theoretical and practical approach /

• Riezebos, H. J., 1960-
• Kist, Bas.
• Kootstra, Gert.

• Product management

• Financial Times Prentice Hall,

• 0273655051 (pbk.)

• Includes index.
• Table of contentsStructure of the book1 The history of the brand1.1 - The brand before 18701.2 - The development of the manufacturer-owned brand1.3 - The development of the distributor-owned brand1.4 - The awareness of the value of brands1.5 - Recent developments2 The choice for a brand strategy2.1 - The applicability of a brand strategy2.2 - Possible advantages of a brand strategy3 Analysis of the branded article3.1 - The four building blocks of the branded article3.2 - The hierarchy of attributes3.3 - The relative importance of intrinsic and extrinsic attributes4 Giving meaning to the brand4.1 - Intended meaning of the brand4.2 - Brand images4.3 - Brand-added value5 Two routes of brand development5.1 - Criteria for the choice of a route for brand development5.2 - The two different roles of brand name and packaging5.3 - Instruments of brand development for the low-budget route5.4 - Phases in the high-budget route of brand development6 The brand name as central pivot6.1 - Three brand-name strategies6.2 - Considerations in the choice of a brand name6.3 - A classification of brand names6.4 - The brand-name development trajectory6.5 - Changes in brand names7 The role of design in brand development7.1 - Design as an instrument7.2 - Classification and effects of design7.3 - Brand attributes in which design plays a role7.4 - Shape and colour7.5 - The design development trajectory7.6 - Reasons for design change8 The role of advertising and internet8.1 - Advertising as an instrument in the marketing-communication mix8.2 - Two forms of advertising execution8.3 - The mechanism of advertising8.4 - Operational aspects of advertising8.5 - Brands on internet9 Legal protection of brands9.1 - The trademark concept9.2 - Community Trademark registration9.3 - Trademark infringement9.4 - Distinguishing capacity and expiration of rights10 From branded article to brand portfolio10.1 - The exploitation of one brand10.2 - Advantages of the exploitation of several br.
• Translated from the Dutch.

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• Customer equity management
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