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Contemporary brand management / Johny K. Johansson, Kurt A. Carlson, Georgetown University, McDonough School of Business.

By: Material type: TextTextDescription: xi, 259 pages ; illustrations : 24 cmISBN:
  • 9781452242873 (pbk.)
Subject(s): DDC classification:
  • 658.827 JOH 23
LOC classification:
  • 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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Holdings
Item type Current library Call number Status Date due Barcode
Books 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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