Contemporary brand management / Johny K. Johansson, Kurt A. Carlson, Georgetown University, McDonough School of Business.
Material type: TextDescription: xi, 259 pages ; illustrations : 24 cmISBN:- 9781452242873 (pbk.)
- 658.827 JOH 23
- 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.
Item type | Current library | Call number | Status | Date due | Barcode |
---|---|---|---|---|---|
Books | Symbiosis School of Media & Communication, Bengaluru | 658.827 JOH (Browse shelf(Opens below)) | Available | SSMCB-B-4787 |
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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