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