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Contemporary brand management / Johny K. Johansson, Kurt A. Carlson, Georgetown University, McDonough School of Business.

By: Material type: TextTextPublisher: Thousand Oaks, CA : SAGE Publications, Inc., 2015Copyright date: ©2015Description: xi, 259 pages ; illustrations : 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781452242873 (pbk.)
Subject(s): DDC classification:
  • 658.827 JOH 2015 23
LOC classification:
  • HF5415.1255 .J64 2015
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
Item type Current library Call number Status Date due Barcode
Book Book Symbiosis International University, Dubai 658.827 JOH 2015 (Browse shelf(Opens below)) Available SIU00081

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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