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Contemporary Brand Management

By: Johny K. Johansson,Kurt A. Carlson

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Contemporary Brand Management

By: Johny K. Johansson,Kurt A. Carlson

Written by experts on global marketing, 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 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. Designed for shorter strategic branding courses (half-term or 6 weeks in length), this text is the ideal companion for upper-level, graduate, or executive-level students seeking a practical knowledge of brand management concepts and applications.

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Page Count

273

Publisher

SAGE Publications

Published Date

ISBN 10

1483322947

ISBN 13

9781483322940

Contemporary Brand Management

By: Johny K. Johansson,Kurt A. Carlson

Write a review Read reviews Take a Quiz Solve Book Puzzle

Contemporary Brand Management

By: Johny K. Johansson,Kurt A. Carlson

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. Designed for shorter strategic branding courses (half-term or 6 weeks in length), this text is the ideal companion for upper-level, graduate, or executive-level students seeking a practical knowledge of brand management concepts and applications.

Average ratings

N/A

5

0%

4

0%

3

0%

2

0%

1

0%

Solve jigsaw puzzle

Age

Page Count

273

Publisher

SAGE Publications

Published Date

ISBN 10

148335539X

ISBN 13

9781483355399