Contemporary brand management /

Johansson, Johny K.

Contemporary brand management / Johny K. Johansson, Kurt A. Carlson, Georgetown University, McDonough School of Business. - xi, 259 p. ; ill. : 24 cm

Contents
Part I. Branding fundamentals
1. How brands work
2. Brand equity and brand value
3. Brand positioning
4. Building a new brand

Part II. Branding strategies
5. Managing an established brand
6. Brand extension
7. International brand expansion
8. Brand acquisition and portfolios


Part III. New branding applications
9. Summary and new extensions

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.)

2013034507


Branding (Marketing)--Management.
Strategic planning.

658.827 / JOH