Contemporary brand management /
Johansson, Johny K.
Contemporary brand management / Johny K. Johansson, Kurt A. Carlson - Thousand Oaks, CA : SAGE, c2015 - xi, 259 p. ; ill. : 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 (pbk.)
Branding (Marketing)--Management
Strategic planning
Contemporary brand management / Johny K. Johansson, Kurt A. Carlson - Thousand Oaks, CA : SAGE, c2015 - xi, 259 p. ; ill. : 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 (pbk.)
Branding (Marketing)--Management
Strategic planning