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.