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Brand management

Author: H B Klopper; E North
Publisher: Cape Town : Pearson Education, 2011.
Edition/Format:   Print book : English
Summary:

The first of its kind in South Africa, Brand management constitutes an invaluable tool to the growing number of academic institutions now offering this exciting subject.

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Document Type: Book
All Authors / Contributors: H B Klopper; E North
ISBN: 9781775780335 1775780333
OCLC Number: 727916512
Description: xiii, 444 pages : illustrations ; 23 cm
Contents: A balanced perspective on brands --
Brand equity and brand valuation --
Brand identity development --
Brand positioning and differentiation --
Choosing a name for a strong brand --
Brand contact planning and management --
Supporting brands through marketing communication --
Capitalising on a successful brand --
Managing brand portfolios --
Managing brands for success over time --
Managing a brand across geographic boundaries --
Building a brand dashboard --
Personal branding.
Responsibility: edited by H.B. Klopper and Ernest North.

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