Contemporary Brand Management

Höfundar: Johny K. Johansson; Kurt A. Carlson (Útgáfa: 1)
Contemporary Brand Management

Kaup valmöguleikar

Written by experts on branding and consumer behavior, Contemporary Brand Management focuses on the essentials of Brand Management in today’s global marketplace. The text succinctly covers a natural sequence of branding topics, from the building of a new brand, to the growth of brand equity and value, to brand extension and the management of a firm’s brand portfolio. The authors uniquely explore global branding as a natural expansion strategy across markets and offer numerous international brands as examples throughout.

Nánar um bókina

Útgefandi
SAGE Publications, Inc. (US)
ISBN
9781483355399
Print ISBN
9781452242873
Format
ePub
Útgáfa
1
Höfundar
Johny K. Johansson; Kurt A. Carlson
Tungumál
English
Útgefið
2014-01-17
Prent takmörkun á líftíma
10
Prent takmörkun
2
Afritunar takmörkun
2

Kaflar

  • Preface
  • Part I. Branding Fundamentals
  • 1. How Brands Work
  • 2. Brand Equity and Brand Value
  • 3. Brand Positioning
  • 4. Building a New Brand
  • Part II. Branding Strategies
  • 5. Managing an Established Brand
  • 6. Brand Extension
  • 7. International Brand Expansion
  • 8. Brand Acquisition and Portfolios
  • Part III. New Branding Applications
  • 9. Summary and Extensions
  • References
  • Index
  • About the Authors