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

By:

Johansson, Johny K

Material type: Text

TextPublication details: Thousand Oaks, CA : SAGE, c2015Description: xi, 259 p. ; ill. : 24 cmISBN:

9781452242873 (pbk.)

Subject(s):

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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Holdings ( 1 )
Title notes ( 2 )

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Open Shelf	UMPLIB GAMBANG	HF5415.1255 .J64 2015 (Browse shelf(Opens below))	1	Available		0000104095

Includes bibliographical references and index