January 2012
Intermediate to advanced
512 pages
24h
English
Content preview from The New Strategic Brand Management, 5th Edition
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TABLE 1.1 Historical evolution of ‘what is a brand?’
TABLE 1.2 From awareness to financial value
TABLE 1.3 Result of a brand tracking study
TABLE 1.4 Brand capital: how different types of brands bring added value
TABLE 1.5 Brand financial valuation, 2010
TABLE 1.6 How brand awareness creates value through the halo effect
TABLE 1.7 The functions of the brand for the consumer
TABLE 1.8 Brand functions and the distributor/manufacturer power equilibrium
TABLE 2.1 The brand as genetic programme
TABLE 2.2 Toyota halo effect on three unbranded concept cars
TABLE 3.1 Consumer price of various orange-flavour drinks in Europe
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