Contemporary brand management
Johansson, Johny K.
creator
Carlson, Kurt A.
text
bibliography
cau
Thousand Oaks, CA
SAGE Publications, Inc.
2015
monographic
eng
xi, 259 pages ; illustrations : 24 cm.
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.
Johny K. Johansson, Kurt A. Carlson
Formerly CIP.
Includes bibliographical references and index.
Branding (Marketing)
Management
Strategic planning
HF5415.1255 J64 2015
658.827
9781452242873
2013034507
StDuBDS
130826
20170126100639.0
59528
eng