Kapferer's innovative theories on brand equity and development expand the boundaries of marketing theory He hypothesizes that "the primary capital of many businesses is their brands," which "identify, guarantee, structure, and stabilize supply " In a global marketplace, he notes, brands are the only truly international оетщо language, "the real capital of business " Kapferer, a French management professor, crafts elaborate theories and practical ideas regarding brand awareness, global branding, multibrands and brand territories While his coverage of generics is paltry, his extensive analyses of branding strategies and his case studies (GE, Black & Decker, Proctor & Gamble) are extraordinary, as are his procedures on calculating the value of a brand Kapferer's candid observations about brand extension, demarcation and management ("brand portfolios must be drastically reduced brand management should not seek to be democratic") should trigger debate in management circles and academia Copyright 1994 Reed Business Information, Inc --This text refers to an out of print or unavailable edition of this title Автор Жан-Ноэль Капферер Jean-Noel Kapferer Жан-Ноэль Капферер - профессор Высшей школы экономических наук (Hautes Etudes Commerciales), Франция, и консультант ряда международных и национальных компаний, признанный специалист в области брэндинга: стратегий и практики управления торговыми марками.  Otfried1997 г Мягкая обложка, 443 стр ISBN 0749420693.