Contemporary Brand Management

ISBN-13: 9781452242873 / Angielski / Miękka / 2014 / 272 str.

Johny K. Johansson; Kurt A. Carlson

Opis

Written by experts on branding and consumer behavior, Contemporary Brand Management focuses on the essentials of Brand Management in today's global marketplace. The text succinctly covers a natural sequence of branding topics, from the building of a new brand, to the growth of brand equity and value, to brand extension and the management of a firm's brand portfolio. The authors uniquely explore global branding as a natural expansion strategy across markets and offer numerous international brands as examples throughout.