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Branding Bari 2010 Cleopatra Veloutsou 1

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<strong>Branding</strong> <strong>Bari</strong> <strong>2010</strong><br />

<strong>Cleopatra</strong> <strong>Veloutsou</strong><br />

Dr. C. <strong>Veloutsou</strong><br />

Dr. C. <strong>Veloutsou</strong><br />

What is a good personal brand – video<br />

Play….<br />

References<br />

Aaker D.,1996, Building Strong Brands, Free Press<br />

Cravens D. & Piercy N., 2006, Strategic Marketing, 8th Edition, McGraw Hill.<br />

Delgado-Ballester E., 2008, “Building online brands through brand alliances in<br />

internet”, European Journal of Marketing, Vol. 42, No. 9/10, pp. 954 – 976.<br />

Hoch A, 1996, “How should national brands think about private labels?”, Sloan<br />

Management Review, Vol. 37, No. 2, pp. 89 - 102<br />

Ind N., 1997, The Corporate Brand, MacMillan Busines.<br />

Kapferer J. N., 2004, The New Strategic Brand Management, Kogan Press.<br />

Keller K., 2003, Strategic Brand Management, Prentice Hall.<br />

Keller K., Aperia T. & Georgson M., 2008, Strategic Brand Management: A<br />

European Perspective, Prentice Hall.<br />

Lambin J.J., 2007, Market Driven Management: Strategic and Operational<br />

Marketing, 2nd Edition, Palgrave.<br />

Rao A., Lu Q & Ruekert R, 1999, “Signalling unobservable product quality<br />

trough a brand ally”, Journal of Marketing Research, Vol 36, No. 7, pp. 477-487.<br />

Volckner, F. & Sattler, H., 2006, "Drivers of brand extension success", Journal<br />

of Marketing, Vol. 70 April, pp.18-34.<br />

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