Johansson, Johny K.
Contemporary brand management Johny K. Johansson, Kurt A. Carlson - Thousand Oaks, CA : SAGE Publications, Inc., 2015. - xi, 259 pages ; illustrations : 24 cm.
Formerly CIP.
Includes bibliographical references and index.
Branding fundamentals -- How brands work -- Brand equity and brand value -- Brand positioning -- Building a new brand -- Branding strategies -- Managing an established brand -- Brand extension -- International brand expansion -- Brand acquisition and portfolios -- New branding applications -- Summary and new extensions -- References.
9781452242873 £41.99
2013034507
GBB402818 bnb
Branding (Marketing)--Management
Strategic planning
HF5415.1255 / J64 2015
658.827
Contemporary brand management Johny K. Johansson, Kurt A. Carlson - Thousand Oaks, CA : SAGE Publications, Inc., 2015. - xi, 259 pages ; illustrations : 24 cm.
Formerly CIP.
Includes bibliographical references and index.
Branding fundamentals -- How brands work -- Brand equity and brand value -- Brand positioning -- Building a new brand -- Branding strategies -- Managing an established brand -- Brand extension -- International brand expansion -- Brand acquisition and portfolios -- New branding applications -- Summary and new extensions -- References.
9781452242873 £41.99
2013034507
GBB402818 bnb
Branding (Marketing)--Management
Strategic planning
HF5415.1255 / J64 2015
658.827