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Contemporary brand management / Johny K. Johansson, Kurt A. Carlson.

By: Johansson, Johny K
Material type: TextTextPublisher: Thousand Oaks : SAGE Publications, c.2015Description: xi, 259 p. ; ill. : 24 cmISBN: 9781452242873 (pbk.)Subject(s): Branding (Marketing) -- Management | Strategic planning | | BAEPS, Business Administration November2017Genre/Form: -- Reading book DDC classification: 658.827
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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Item type Current location Collection Call number Status Date due Barcode Item holds
Book - Borrowing Book - Borrowing Central Library
First floor
Baccah 658.827 JOH (Browse shelf) Available 000046856
Book - Borrowing Book - Borrowing Central Library
First floor
Baccah 658.827 JOH (Browse shelf) Available 000046857
Book - Borrowing Book - Borrowing Central Library
First floor
Baccah 658.827 JOH (Browse shelf) Available 000046858
Total holds: 0

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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