Contemporary brand management /
Johansson, Johny K.
Contemporary brand management / Johny K. Johansson, Kurt A. Carlson, Georgetown University, McDonough School of Business. - xi, 259 pages : illustrations ; 24 cm
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.
9781452242873 1452242879 1483311961 9781483311968
2013034507
016597594 Uk
Branding (Marketing)--Management.
Strategic planning.
HF 5415.1255 / .J64 2015
658.8/27
Contemporary brand management / Johny K. Johansson, Kurt A. Carlson, Georgetown University, McDonough School of Business. - xi, 259 pages : illustrations ; 24 cm
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.
9781452242873 1452242879 1483311961 9781483311968
2013034507
016597594 Uk
Branding (Marketing)--Management.
Strategic planning.
HF 5415.1255 / .J64 2015
658.8/27