Strategic brand management new approaches to creating and evaluating brand equity - Kapferer, Jean-Noel.; Gibbs, Philip (New York Free Press, 1992)
What's in a brandn the logic of branding -- Brand identity -- Sources of identity -- Creating a brand -- Managing the time factor : identity and change -- Brand extension -- Brand-product relationships -- The brand portfolio -- Going international -- Brand, products, enterprise and institution -- Financial evaluation of brands.
Keywords: Brand name products -- Management