Contemporary brand management

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Bibliographic Details
Main Authors	Johansson, Johny K. (Author), Carlson, Kurt A., 1968- (Author)
Format	Book
Language	English
Published	Thousand Oaks : SAGE, c2015
Subjects	řízení značky strategický management brand management strategic planning učební texty educational texts
ISBN	9781452242873 978-1-4833-1196-8
Physical Description	xi, 259 s. ; il. : 24 cm

Cover

Table of 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