Contemporary brand management / Johny K. Johansson, Kurt A. Carlson, Georgetown University, McDonough School of Business.
Publisher: Thousand Oaks, CA : SAGE Publications, Inc., c2015Copyright date: ©2015Description: xi, 259 p. ; ill. : 24 cmContent type:- text
- unmediated
- volume
- 9781452242873 (pbk.)
- 658.827 23 JOH
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
Book Open Access
|
Engineering Library | 658.827 JOH 1 (Browse shelf(Opens below)) | 1 | Available | 0017711 |
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| 658.81 PRO Professional selling: a trust-based approach / | 658.812 ALB 1 At America's service : how corporations can revolutionize the way they treat their customers / | 658.812 LEL 1 The customer is key : gaining an unbeatable advantage through customer satisfaction / | 658.827 JOH 1 Contemporary brand management / | 658.83 BOY Marketing research : text and cases / | 658.83 MCD 1 Marketing research essentials / | 658.83 MOL 2 Marketing research : project manual / |
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.
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