Contemporary Brand Management

Autor Johny K. (Kjell) Johansson, Kurt A. Carlson

en Limba Engleză Electronic book text – 15 feb 2014

Written by experts on global marketing,Contemporary Brand Managementfocuses 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 brand extension and the creation of a global brand, to 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.

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Specificații

ISBN-13: 9781483311968
ISBN-10: 1483311961
Pagini: 272
Dimensiuni: 187 x 232 mm
Ediția:1
Editura: SAGE Publications
Colecția Sage Publications, Inc
Locul publicării:Thousand Oaks, United States

Recenzii

"Head and shoulders better than my current text. I could build a full course around this text along with cases and outside readings and projects."
"The narrative mini-case studies humanize the subject and make theory and process real."
"The writing was very clear. I believe students would find it an easy book to read and understand."

Cuprins

Preface
PART I: BRANDING FUNDAMENTALS
Chapter 1: How Brands Work
Chapter 2: Brand Equity and Brand Value
Chapter 3: Brand Positioning
Chapter 4: Building a New Brand
PART II: BRANDING STRATEGIES
Chapter 5: Managing an Established Brand
Chapter 6: Brand Extension
Chapter 7: International Brand Expansion
Chapter 8: Brand Acquisition and Portfolios
PART III: NEW BRANDING APPLICATIONS
Chapter 9: Summary and New Extensions
References
Index

Descriere

This new text covers the principles of brand management and strategy, succintly following a natural sequence of branding topics, from the building of a new brand, to brand extension and the creation of a global brand, to the management of a firm's brand portfolio.