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Contemporary brand management / Johny K. Johansson, Kurt A. Carlson, Georgetown University, McDonough School of Business.
Material type:
TextPublication details: Thousands Oaks Sage Publicatins Inc c2015Description: xi, 259 pages ; illustrations : 24 cmISBN: - 9781452242873 (pbk.)
- 658.827 23 41346
- HF5415.1255 .J64 2015
Contents:
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.
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Symbiosis International University Central Library | 658.827 JOH (Browse shelf(Opens below)) | Available | SIU-B-49963 | |
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Symbiosis International University Central Library | 658.827/JOH 41346 (Browse shelf(Opens below)) | Available | siu-b-41346 |
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| 658.827 JEA 859 Strategic Brand Management | 658.827 JEA 860 Strategic Brand Management | 658.827 JEA 861 Strategic Brand Management | 658.827 JOH Contemporary brand management / | 658.827/JOH 178 Case studies on branding to compete : | 658.827 JOH 24231 CASE STUDIES IN BRANDING TO COMPETE LEADING BRANDS AND THEIR STRATEGIES | 658.827 JON Brands As Engines for Profit |
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.
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